Abstract
The aim of this paper is to compare approaches for value creation and the role of knowledge in these processes. The framework for the value creation process shows the role of knowledge in different phases of this process. Knowledge is compared in each of the individual phases of the process and also between case companies. There is identified knowledge for marketing strategy. The methodology involves three single case studies from which data are derived and analyzed. The analysis shows that the framework for the value creation process can be used as an analytical tool for value overview in different phases and there is a need for different approaches to improve business. Based on the analyzed problems, proposed recommendations for improvement are made. These recommendations are based on the Principles of Blue Ocean Strategy. The Blue Ocean Strategy is considered a better approach to knowledge management in value creation and to the improvement of the companies in question.
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Závodská, A., Šramová, V., Aho, AM. (2013). The Role of Knowledge in the Value Creation Process and Its Impact on Marketing Strategy. In: Uden, L., Herrera, F., Bajo Pérez, J., Corchado Rodríguez, J. (eds) 7th International Conference on Knowledge Management in Organizations: Service and Cloud Computing. Advances in Intelligent Systems and Computing, vol 172. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-30867-3_53
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DOI: https://doi.org/10.1007/978-3-642-30867-3_53
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-30866-6
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