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A Knowledge Management IT Tool: An Investigation within a Marketing Introductory Course

Samie Li Shang Ly, Raafat G Saade
InSITE 2017 , 2017
Aim/Purpose: The purpose of this study is to shed light on how students learn within an environment tailored to knowledge creation.

Background: We build on Nonaka, Toyama, and Konno’s three key elements: SECI model, Ba, Leadership as well as current knowledge management researchers critiques and improvements.

Methodology: Based on an introductory marketing course, we used an in-house web based learning tool (peer-to peer) to capture score performances and perception surveys. The analysis was conducted through an exploratory factor analysis (EFA).

Contribution: This study shed light on current knowledge management critiques by providing measures at the micro-level and community level.

Findings: Perceptions of adaptability and usefulness change positively over time, while students’ repeated practice prepares them for different styles of questions as their performances increases over time.

Recommendations for Practitioners: Organizations can understand how employees create knowledge through exchange of ideas, feedback, and common goals. Supervisor can understand their employees better and employees can gain a sense of control on their work.

Recommendation for Researchers: The ability to capture information over time on the human and community level within a system allows further research to shed light on different variables of knowledge creation in the field.

Impact on Society : An appreciation of the mechanism of knowledge creation can encourage organization to become more innovative and focus on people rather than material.

Future Research: Measures such as the engagement level, the personality level, and compatibility level within a community to create knowledge are to be explored.
immersive learning, collaborative learning, marketing

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