A Critical Review Of Consumer Knowledge

п»їStudent Name: KAI ZHOU

Scholar Number: 140130706

Module Code: NBS8328

Module Title: International Management Doctor

Assignment title: A critical overview of Customer knowledge management via social media: the truth of Starbucks Word Count: 1524

Submission Date: 15/11/2014

Review: Chua, A. Y. and Banerjee, S. (2013). ‘Customer knowledge management via social media: the truth of Starbucks', Journal of Knowledge Management, Vol. 17, Iss. 2 pp. 237 – 249.

A great many corporations set out to realize the importance of applying social media, a virtual program that enables users to get in touch with each others, obtain details and share information on the Internet (Boateng, 2014). It is an indispensable technology for client knowledge managing (CKM), which could be thought as ‘managing knowledge possessed by simply customers and knowledge about consumers' (Boateng, 2014). In this composition it will be argued that Chua and Banerjee's study of how social media may be applied to assist in customer knowledge management in Starbucks, an industry leader in coffee sector. The study exerts qualitative case study and netnography on Starbucks as study methodology. It can be found in Chua and Banerjee's paper that Starbucks uses a great variety of social media devices to enhance the manufacturer awareness, boost the interaction with customers and present them the opportunity to exchange info and create value to get the company. The paper refers to a a good amount of advantages about CKM in company's strategy, however , Chua and Banerjee do not write the potential stumbling blocks for CKM. Furthermore, the study of social websites is not comprehensiveness reveal in deficient analysis of mobile phone advertising approach. Regardless of the paper weak points identified, used, the significant worth emerge at the same time of case analysis. The methodology that Chua and Banerjee applied better analyzes the importance of social media in support of customer expertise management. In addition, the authors' perfect evaluation of the case is further support of their analysis. In fact , Starbucks has successfully applied the CKM technique through social websites such as Fb, Twitter and MyStarbucksIdea. For these reasons, it is a superb article all together, and I i am relatively go along with the Chua and Banerjee's point of view and findings, even though some aspects that they do not consider. The 1st flaw inside the research design and style becomes apparent in your lack of composing the potential obstructions for CKM. As known in the analyze, there are multiple advantages once companies control and coordinate knowledge associated with customers. Additionally , Chua and Banerjee likewise sufficiently explain three CKM strategies that corporations value to manage consumer knowledge ‘management of knowledge can be, from customers and about customers. '(2013: 238). They do not point out the drawbacks about CKM but ‘using social media intended for CKM is a challenge for businesses. ' (2013: 238). It is often claimed by simply Gibbert ainsi que al (2002), effective usage of CKM will make companies more competitive, nevertheless potential stumbling blocks also should be considered. You will discover two primary stumbling hindrances, for example , the battle of tradition and the obstacle of competence (Gibbert ou al., 2002). Cultural challenge and proficiency challenge will be the most important factors to affect the consumer knowledge administration for firms when they have already initiated the project. Traditions is for the purchasers, competence is for manager. As being a coin has two edges, while Chua and Banerjee outline the merits connected with these three strategies of CKM, they do not discuss the content against the possible unfavorable factors at the same time of employing the CKM project. Simply a better understanding about the disadvantages with the customer understanding management, corporations can increase the use of this strategy and avoid the loss as far as likely. A further restriction in...

Sources: 1 . Gibbert, M., Leibold, M. and Probst, G. (2002). Five Styles of Client Knowledge Supervision, and How Intelligent Companies Make use of them To Create Worth. Great Britain; Elsevier Science. European Management Record Vol. 20, No . a few, pp. 459–469.

2 . Phillip, G. (2009). Starbucks Caffeine Company. Press Management.


some. Kozinets, Ur. (2010) Netnography: Doing Ethnographic Research On the web. London: Sage.

5. Brownish, E. (2010). How putting into action social media strategies (the correct way) attracts customer loyalty. Washington, M. C.


7. Sigala, M. (2012). ‘‘Social networks and customer engagement in new service expansion (NSD): the truth of www.mystarbucksidea.com''. International Record of Contemporary Food Management, Volume. 24 Number 7, pp. 966-90.

almost 8. Licciardi, H. (2013). Social media for ground breaking marketing strategies. Aalborg University: Business and Management.

on the lookout for

(Accessed: 12 November, 2014).

10. Alavinejad, S., Sazvar, A. and Hossein, M. (2014). Analysis the Relationship between CKM Factors and Services Quality of Science & Technology Leisure areas and Technology Incubators. Journal of Cultural Issues & Humanities, Volume. 2, Iss: 12.



(Accessed: 12 November, 2014).

12. Quenqua, D. (2010). Starbucks own great idea, how the espresso giant became one of the largest brands unsocial mass media. Available at: www.gvoss.cox.smu.edu

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13. Starbucks Use of Social websites Keeps Buyers Coming Back (2011).

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