Perceptions becoming reality: bridging the market knowledge gap

Abstract

Purpose

Organizations constantly strive to learn about new market trends and ideas to stay ahead of the game. However, with an increased demand of market knowledge, how does the organization motivate employees to constantly acquire and disseminate market knowledge? The purpose of this paper is to highlight the perceived importance of market knowledge in promoting continuous employee acquisition and dissemination of customer and competitor knowledge.

Design/methodology/approach

The perceived importance of market knowledge concept is highlighted and discussed.

Findings

The paper offers a view on how management could address the increased demand for market knowledge and how the development and learning team could provide further support to close this gap.

Originality/value

This paper contributes to the existing organizational learning literature by suggesting simple yet effective ways in which management emphasis of market knowledge can bridge the market knowledge gap and promote organizational learning.

Citation

Loon Hoe, S. (2008), "Perceptions becoming reality: bridging the market knowledge gap", Development and Learning in Organizations, Vol. 22 No. 2, pp. 18-19. https://doi.org/10.1108/14777280810850697