Trim, Peter R.J. and Lee, Y.-I. (2019) How organizational learning reinforces interactive communication and sustainable B2B customer centred business relationships”. In: 35 Annual IMP Conference, Relationships, Interactions and Networks in Competitive Environment, IÉSEG School of Management,, 27-30 Aug 2019, Paris, France. (Unpublished)
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Abstract
The purpose of this paper is to explain how the process of organizational learning reinforces the relationship marketing approach and fosters the development of knowledge and B2B customer centred relationships. A qualitative research strategy was deployed that incorporated an open ended, structured questionnaire. In total, three Korean companies and 15 senior B2B marketing managers participated in the research. The research findings indicate that senior B2B marketing managers in the participating Korean companies embrace knowledge acquisition and implementation in their marketing decision making, hence they are committed to sharing information and are keen to adopt innovatory processes that result in change. By doing so, they utilize the organizational learning concept to enhance the capability of the organization, ensure that individual learning is placed in the context of institutional learning, develop and implement innovative marketing strategies, and reinforce the strategic marketing planning process through interactive communication in order to achieve value creation.
Metadata
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Keyword(s) / Subject(s): | Interactive Communication, Knowledge Sharing, Learning, Marketing, Organization |
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Administrator |
| Date Deposited: | 05 Apr 2019 14:37 |
| Last Modified: | 02 Aug 2023 17:50 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/27080 |
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