Complementarity of the Knowledge Management and Internal Marketing Concepts in the Aim of Increasing the Enterprise's Intellectual Capital
Komplementarnost primene koncepata upravljanja znanjem i internog marketinga
Abstract
Enterprise competitiveness in the era of knowledge economy is most directly connected to human and other intellectual resources. Managers and other employees become vital resource in the 21st century, and their knowledge is the key of creating and delivering superior value to the customers. Nowadays, they are one of the most important segments of assets without which enterprise cannot exist. Crucial question for management is how to enlarge other knowledge resources based on human resources knowledge, that is, their economically- relevant form – intellectual capital. Initial hypothesis of this paper is that, internal marketing, which has enterprise’s employees in the focus, can create adequate basis for specializing and enlarging knowledge resources – intellectual resources or intellectual capital as a key factor of competitiveness in the era of knowledge economy. Knowledge management is observed as a segment of intellectual capital management process within an enterprise, with aim to direct the efficient usage of all kinds of knowledge (individual, group-team, organizational) in order to create new business opportunities and successful commercialisations of products/services. The aim of this paper is to indicate that complementary application of the concept of internal marketing and the concept of knowledge management may result in synergetic effect of enlargement and specialisation of the knowledge resources – intellectual capital. In the paper we use methods of scientific observation, testing and connecting, as well as methods of analysis and synthesis. The purpose of obtained results application and conclusions from this research is to show to the enterprise management the importance of simultaneous effective application of internal marketing concept and knowledge transfer through processes and practices of knowledge management.
Apstrakt
Konkurentnost preduzeća u eri ekonomije znanja najneposrednije se vezuje za ljudske i ostale intelektualne resurse. Menadžeri i ostali zaposleni postaju vitalni resurs u 21. veku, a njihovo znanje ključ kreiranja i isporuke superiorne vrednosti potrošačima. Oni su danas jedan od najvažnijih segmenata imovine preduzeća, bez koje nema ni njegove egzistencije. Ključno pitanje menadžmenta jeste kako da se na osnovu znanja ljudskih resursa uvećaju ostali resursi znanja, odnosno intelektualni kapital. Polazna hipoteza ovog rada je da interni marketing, koji u fokusu ima zaposlene u preduzeću, može stvoriti adekvatnu osnovu za usavršavanje i uvećanje resursa znanja – intelektualnih resursa ili intelektualnog kapitala, kao ključnog faktora konkurentnosti u eri ekonomije znanja. Upravljanje znanjem, posmatra se kao segment procesa upravljanja intelektualnim kapitalom u preduzeću, koji za svrhu ima usmeravanje efikasne upotrebe svih vrsta znanja (individualnog, grupnog-timskog, organizacionog) radi stvaranja novih poslovnih mogućnosti i uspešne komercijalizacije proizvoda/usluga. Cilj ovog rada je da ukaže na to da komplementarna primena koncepta internog marketinga i koncepta menadžmenta znanja može da rezultira sinergetskim efektom uvećanja i usavršavanja resursa znanja – intelektualnog kapitala. U radu se koriste metodi naučnog posmatranja, ispitivanja i povezivanja, kao i analize i sinteze. Svrha primene dobijenih rezultata i zaključaka ovog istraživanja je da menadžmentu preduzeća ukaže na važnost istovremene efektivne primene koncepta internog marketinga i transfera znanja kroz procese i prakse upravljanja znanjem.
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