1. +
The Role of Knowledge Management (KM) in
Cross Cultural Marketing
Prepared by Giuseppina Russo

2. +
Knowledge Management
 KM requires a process- oriented culture
 KM should be part of your vision and every subsidiary must
be accountable for creating, sharing and evaluating the
implementation of marketing strategies worldwide
 Inorganizations driven by innovation exist a formal process
for creating and disseminating best practices through their
business units

3. +
Marketing Knowledge (MK)
 Marketingknowledge enables the firm to acquire new
customers in regions where they are getting more
information and experience in utilizing certain product
categories
 MarketingKnowledge and Knowledge Management need a
formal structure in the organization in order to disseminate
insights, best practices and collaboration in their innovation
process
 KMallows firms to innovate in products or services in order
to pursue new customers, while keeping the existing client
portfolio.

4. +
KM in Marketing Decisions
 KM creates value in Marketing decisions when the
international teams have the opportunity to collaborate
 The challenge for many organizations is how to transfer MK
from where it was created to where it is needed and should
be used
 The solution that could bring more advantages combines
e-learning capabilities with traditional CRM functionalities:
USE AND TRANSFER KNOWLEDGE TO IMPROVE CROSS
ENTERPRISE PERFORMANCE AND COMMMUNICATION

5. +
KM in Global Operations
Platforms:
E-learning,
CRM

6. +
KM in On-Line Consumer Research
KM Platforms:
E-learning,
Marketing/
CRM, etc
Product Innovation
Teams
Online KM Platforms:
E-learning,
Interaction CRM, etc
KM Platforms:
Costumers, Providers, E-learning,
Partners
CRM, etc
Multilingual
Communications
Consumer Insights
Market Research
Multiple Social
Media Platforms KM Platforms:
E-learning,
CRM, etc

7. +
Thank you!
GiuseppinaRusso