Augmenting transcultural diffusion through knowledge management: the critical role of internal marketing

Edited book (chapter)

Hume, Craig and Hume, Margee. 2014. "Augmenting transcultural diffusion through knowledge management: the critical role of internal marketing." Christiansen, Bryan, Yıldız, Salih and Yıldız, Emel (ed.) Handbook of research on effective marketing in contemporary globalism . Hershey, PA. United States. IGI Global. pp. 104-127
Chapter Title

Augmenting transcultural diffusion through knowledge management: the critical role of internal marketing

Book Chapter CategoryEdited book (chapter)
ERA Publisher ID2177
1404
Book TitleHandbook of research on effective marketing in contemporary globalism
AuthorsHume, Craig (Author) and Hume, Margee (Author)
EditorsChristiansen, Bryan, Yıldız, Salih and Yıldız, Emel
Page Range104-127
Chapter Number6
Number of Pages24
Year2014
PublisherIGI Global
Business Science Reference
Place of PublicationHershey, PA. United States
ISBN9781466662209
9781466662216
Digital Object Identifier (DOI)https://doi.org/10.4018/978-1-4666-6220-9
Abstract

This chapter discusses the enabling role of internal marketing in adoption of knowledge management in the non-profit sector. The chapter considers the novel concept of transcultural marketing that strengthens transcultural diffusion and discusses the cultural complexities of the non-profit sector and the cultural barriers requiring consideration in the adoption of knowledge management. Transcultural marketing encompasses the promotion and development of oneness through diffusion of transcultural ideas and technologies from diverse philosophies within the one environment while respecting and embracing diversity in thinking. The chapter presents the case of a large charitable non-profit sector firm and then offers specific discussion on the knowledge management culture and the role of internal marketing in implementation. This chapter advances understanding of the relationships of knowledge management, the role of internal marketing in generating, sustaining, and strengthening transcultural diffusion of
knowledge in nonprofit firms and offers a basic framework of 'Must Have' and 'Nice to Have' for Knowledge Management implementation in not for profit organizations. Trans-cultural diffusion is the dissemination and exchange of cultural rudiments including ideas, styles, and technologies, and is deeply embedded in the success and philosophy of knowledge management.

Keywordsknowledge management; internal marketing; non-profit; culture; transcultural diffusion
ANZSRC Field of Research 2020350302. Business information management (incl. records, knowledge and intelligence)
359999. Other commerce, management, tourism and services not elsewhere classified
470108. Organisational, interpersonal and intercultural communication
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Byline AffiliationsGriffith University
School of Management and Enterprise
Institution of OriginUniversity of Southern Queensland
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