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Globally distributed R&D work in a marketing management support systems (MMSS) environment: a knowledge management perspective

Globally distributed R&D work in a marketing management support systems (MMSS) environment: a... Globalisation, liberalization and rapid technological developments have been changing business environments drastically in the recent decades. These trends are increasingly exposing businesses to market competition and thus intensifying competition. In such an environment, the role of marketing management support systems (MMSS) becomes exceedingly important for the long‐term growth of an organisation’s marketing expertise and success. In this paper, we discuss the evolution of a globally distributed R&D project spanning three continents in developing an MMSS for the motion picture industry. We first provide the conceptual background of the MMSS and knowledge management systems relevant for our work. We then provide a detailed case study of our MMS implementation. We specifically focus on the following elements of our work: globally distributed R&D efforts, knowledge elements, and fit between demand and supply sides of MMSS. We conclude with a discussion of implications for future research in this area. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Advances in Management Research Emerald Publishing

Globally distributed R&D work in a marketing management support systems (MMSS) environment: a knowledge management perspective

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0972-7981
DOI
10.1108/97279810880001263
Publisher site
See Article on Publisher Site

Abstract

Globalisation, liberalization and rapid technological developments have been changing business environments drastically in the recent decades. These trends are increasingly exposing businesses to market competition and thus intensifying competition. In such an environment, the role of marketing management support systems (MMSS) becomes exceedingly important for the long‐term growth of an organisation’s marketing expertise and success. In this paper, we discuss the evolution of a globally distributed R&D project spanning three continents in developing an MMSS for the motion picture industry. We first provide the conceptual background of the MMSS and knowledge management systems relevant for our work. We then provide a detailed case study of our MMS implementation. We specifically focus on the following elements of our work: globally distributed R&D efforts, knowledge elements, and fit between demand and supply sides of MMSS. We conclude with a discussion of implications for future research in this area.

Journal

Journal of Advances in Management ResearchEmerald Publishing

Published: Jan 1, 2008

Keywords: Globally distributed work; Marketing management support systems; Knowledge management

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