TY  - JOUR
T1  - Assimilating Customer Knowledge and Market Orientation into a
Single Coherent Perspective: A Literature Analysis
AU - Hamzah, Muhammad Iskandar AU - Othman, Abdul Kadir AU - Hassan, Faridah 
JO  - Journal of Engineering and Applied Sciences
VL  - 12
IS  - 6
SP  - 1355
EP  - 1364
PY  - 2017
DA  - 2001/08/19
SN  - 1816-949x
DO  - jeasci.2017.1355.1364
UR  - https://makhillpublications.co/view-article.php?doi=jeasci.2017.1355.1364
KW  - Market orientation
KW  -customer knowledge
KW  -marketing
KW  -knowledge management
KW  -traditional
AB  - Over the past decade and during the early millennium, customer knowledge had received fair share
of interest among the marketing academia. Having its origins deeply rooted from the Knowledge Management
(KM) concept its deployment went beyond conventional themes such as human resources, organizational
learning and management information systems. From the traditional KM perspective, organizational theorists
believed that collective knowledge held by the employees about their work processes gave them specific
advantage in getting them to improvise their tasks output. By adapting the same view into the marketing
perspective, knowledge utilized by the employees about their customers is expected to help them in gaining
longer relationships and better satisfaction from the customers. Therefore, customer knowledge is seen as
customer-relationship specific information that is generated, shared and being acted upon. Such notions
portrayed close resemblances with the market orientation concept which is widely used to illustrate market
capabilities among firms. Since, the extant literature seldom delves into customer knowledge and market
orientation concepts, this study intends to classify the various related constructs and models into a two-by-two
matrix. The Customer Knowledge-Market Orientation (CK-MO) matrix is classified into customer knowledge
process (input versus output) and contextual level (organizational versus individual). Based on the matrix, it
is concluded that both customer knowledge and market orientation concepts are highly relevant and share
common similarities. Thus, both concepts are ought to be integrated into a single holistic CK-MO view by
researchers who wish to venture deeper into these fields. By using the term ‘integration’, this study does not
intend to combine both concepts into a single construct but rather treat them as complementing concepts. The
CK-MO matrix may also benefits practitioners in terms of weighing the benefits and risks posed by each models
presented in the grid.
ER  -