Marketing employees' learning through contact with marketing service providers (MSPs): analysis and deconstruction of the transmitted knowledge flow.
SujetInter-organizational learning; Knowledge transfer; Marketing knowledge; Marketing assets; Marketing resources; Marketing capabilities; Marketing competences; Marketing employees; Marketing service providers
Conference name45th European Marketing Academy Conference (EMAC 2015)
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1032 Dauphine Recherches en Management [DRM]
Abstract (EN)Facing a more and more complex and moving environment, marketing employees must constantly reinforce their knowledge and their skills. To do so, they can rely on marketing service providers (MSPs) and take advantage of their working interactions to learn. It is then important to get interest in the marketing knowledge flow transmitted by these MSPs during working interactions. This research precisely aims at analyzing and deconstructing the transmitted marketing knowledge flow, using the concept of “marketing assets”. We therefore deconstruct the marketing knowledge flow transmitted by MSPs to marketing employees into marketing “resources”, marketing “capabilities” and marketing “competences”.
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