Presentation Details

The Fourth International Conference on Knowledge, Culture and Change in Organisations

Expanding Market Opportunities through Knowledge Management

Nancy Winniford Ashley, Charlette Geffen, Pamela Henderson.

Companies that can find new markets that leverage existing product platforms and investments can achieve significant competitive advantage. Our growing experience with knowledge management systems provides an opportunity to think about how to more effectively integrate market and product development insights to achieve business growth goals. Yet there is a significant challenge in determining the critical elements of an effective knowledge management system most relevant to a growth agenda, and at the same time providing a workable interface with the existing information systems in a company. The conceptual framework we have developed is applied to a specific case study of a multinational manufacturing firm.

This paper presents a preliminary architecture for a knowledge management system that captures and integrates market, financial and technical information to help companies identify, collect and analyze the knowledge within their organization. It combines advanced market analysis techniques with product platform characteristics and the vast knowledge sources within a company to determine near-term market opportunities. This integrated approach takes advantage of the breadth of opportunity across business units and market platforms, bringing that knowledge together in a way that is useful to decisionmakers.


Nancy Winniford Ashley  (United States)
Assistant Professor
Department of Information Systems
Washington State University Tri-Cities

Nancy Ashley came to WSU in 1999, where she teaches database, systems analysis, and management information systems (MIS). She earned her Ph.D. in Business Administration with an emphasis in MIS from the U. of Arizona in 1995, and taught at the State U. of West Georgia from 1993-1999. She also holds a Master of Library Science degree. Before entering academia, Nancy was a librarian, a pear orchardist and a logger.

Charlette Geffen  (United States)

Washington State University Tri-Cities

Pamela Henderson  (United States)

Washington State University Tri-Cities

  • knowledge management
  • knowledge management systems
  • near markets
  • marketing information systems

(Virtual Presentation, English)