Main Article Content
Abstract
Purpose: This study explores the strategic role of knowledge management (KM) in driving innovation and supporting effective marketing decision-making. By examining the integration of advanced technologies such as artificial intelligence (AI), machine learning (ML), and big data analytics, this research addresses the intersection of KM, innovation, and strategic marketing practices to provide actionable insights for organizations.
Research Design and Methodology: The study employs a systematic literature review (SLR) approach to synthesize existing research on KM's application in marketing. It analyzes peer-reviewed journals and scholarly articles published after 2018 to identify patterns, challenges, and opportunities. The analysis focuses on bridging theoretical frameworks with practical applications to reveal KM's transformative potential in modern marketing.
Findings and Discussion: The research highlights KM's capacity to transform raw data into actionable insights, enabling organizations to anticipate consumer needs, adapt to dynamic market changes, and develop innovative strategies. It also identifies the critical role of collaboration, leadership, and organizational culture in ensuring KM's effectiveness. Additionally, the study discusses challenges such as resistance to change and the need for digital infrastructure and training. The findings emphasize the synergistic relationship between KM and digital technologies in fostering sustainable competitive advantage.
Implications: This research provides practical guidance for organizations to enhance marketing performance through KM. It recommends investing in advanced technologies, cultivating a knowledge-sharing culture, and fostering leadership-driven initiatives. These strategies can drive innovation, improve decision-making, and ensure organizational sustainability in competitive markets.
Keywords
Article Details

This work is licensed under a Creative Commons Attribution 4.0 International License.
References
- Abbas, M. (2024). Integrating Knowledge Management into Marketing for Enhanced Decision-Making and Performance. Advances in Business & Industrial Marketing Research, 2(2 SE-Articles), 72–82. https://doi.org/10.60079/abim.v2i2.274
- Al-Dmour, H., Asfour, F., Al-Dmour, R., & Al-Dmour, A. (2022). Validation of the impact of marketing knowledge management on business performance via digital financial innovation as a mediating factor. VINE Journal of Information and Knowledge Management Systems, 52(1), 33–56. https://doi.org/10.1108/VJIKMS-05-2020-0085
- Alparslan, F. F. (2024). Adapting Strategies and Operations: How Mnes Navigate a Volatile International Business Environment. Available at SSRN 4851180. https://doi.org/10.2139/ssrn.4851180
- Badasjane, V., Ahlskog, M., Granlund, A., Bruch, J., & Sauter, B. (2025). Navigating through uncertainties: coordinating digital transformation in international manufacturing networks. Journal of Manufacturing Technology Management, 36(9), 1–18. https://doi.org/10.1108/JMTM-06-2024-0322
- Bergh, D. D., D’Oria, L., Crook, T. R., & Roccapriore, A. (2024). Is knowledge really the most important strategic resource? A meta-analytic review. Strategic Management Journal, June, 3–18. https://doi.org/10.1002/smj.3645
- Cardoni, A., Zanin, F., Corazza, G., & Paradisi, A. (2020). Knowledge Management and Performance Measurement Systems for SMEs’ Economic Sustainability. Sustainability, 12(7), 2594. https://doi.org/10.3390/su12072594
- Cerchione, R., & Esposito, E. (2016). A systematic review of supply chain knowledge management research: State of the art and research opportunities. International Journal of Production Economics, 182, 276–292. https://doi.org/https://doi.org/10.1016/j.ijpe.2016.09.006
- Chesbrough, H., & Bogers, M. (2014). Explicating open innovation: Clarifying an emerging paradigm for understanding innovation. New Frontiers in Open Innovation. Oxford: Oxford University Press, Forthcoming, 3–28. https://ssrn.com/abstract=2427233
- Chierici, R., Mazzucchelli, A., Garcia-Perez, A., & Vrontis, D. (2019). Transforming big data into knowledge: the role of knowledge management practice. Management Decision, 57(8), 1902–1922. https://doi.org/10.1108/MD-07-2018-0834
- Christensen, C., Raynor, M. E., & McDonald, R. (2013). Disruptive innovation. Harvard Business Review Brighton, MA, USA.
- Di Vaio, A., Palladino, R., Pezzi, A., & Kalisz, D. E. (2021). The role of digital innovation in knowledge management systems: A systematic literature review. Journal of Business Research, 123, 220–231. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.09.042
- Duarte, V., Zuniga-Jara, S., & Contreras, S. (2022). Machine Learning and Marketing: A Systematic Literature Review. IEEE Access, 10, 93273–93288. https://doi.org/10.1109/ACCESS.2022.3202896
- Eboigbe, E. O., Farayola, O. A., Olatoye, F. O., Nnabugwu, O. C., & Daraojimba, C. (2023). Business intelligence transformation through AI and data analytics. Engineering Science & Technology Journal, 4(5), 285–307. https://doi.org/10.51594/estj.v4i5.616
- Eriksson, T., Bigi, A., & Bonera, M. (2020). Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation. The TQM Journal, 32(4), 795–814. https://doi.org/10.1108/TQM-12-2019-0303
- Ferrell, O. C., Hartline, M. D., & Hochstein, B. W. (2022). Marketing strategy: Text and cases. Cengage Learning, Inc.
- Foltean, F. S., & van Bruggen, G. H. (2022). Digital Technologies, Marketing Agility, and Marketing Management Support Systems: How to Remain Competitive in Changing Markets BT - Organizational Innovation in the Digital Age (C. Machado & J. P. Davim (eds.); pp. 1–38). Springer International Publishing. https://doi.org/10.1007/978-3-030-98183-9_1
- Gamboa, A. J. P., Cano, C. A. G., & Castillo, V. S. (2022). Decision making in university contexts based on knowledge management systems. Data and Metadata, 1, 92. https://doi.org/10.56294/dm202292
- Gupta, P., Hooda, A., Jeyaraj, A., Seddon, J. J. M., & Dwivedi, Y. K. (2024). Trust, Risk, Privacy and Security in e-Government Use: Insights from a MASEM Analysis. Information Systems Frontiers. https://doi.org/10.1007/s10796-024-10497-8
- Haris, A. (2024). Maximizing Marketing Effectiveness through Knowledge Management Strategies. Paradoks: Jurnal Ilmu Ekonomi, 7(3), 237–250. https://doi.org/10.57178/paradoks.v7i3.894
- Ijomah, T. I., Idemudia, C., Eyo-Udo, N. L., & Anjorin, K. F. (2024). Harnessing marketing analytics for enhanced decision-making and performance in SMEs. World Journal Of Advanced Science And Technology, 6(1), 1–12. https://doi.org/10.53346/wjast.2024.6.1.0037
- Inkinen, H. T., Kianto, A., & Vanhala, M. (2015). Knowledge management practices and innovation performance in Finland. Baltic Journal of Management, 10(4), 432–455. https://doi.org/10.1108/BJM-10-2014-0178
- Intezari, A., & Gressel, S. (2017). Information and reformation in KM systems: big data and strategic decision-making. Journal of Knowledge Management, 21(1), 71–91. https://doi.org/10.1108/JKM-07-2015-0293
- Jghamou, A., Maziri, A., Mallil, E. H., & Echaabi, J. (2021). Codification or Personalization? Aid To Choose Your Knowledge Management Strategy. Proceedings of the International Conference on Industrial Engineering and Operations Management, Goh 2002, 1049–1056. https://doi.org/10.46254/eu04.20210443
- Kumar, V., Ramachandran, D., & Kumar, B. (2021). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research, 125, 864–877. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.01.007
- Lam, L., Nguyen, P., Le, N., & Tran, K. (2021). The Relation among Organizational Culture, Knowledge Management, and Innovation Capability: Its Implication for Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 66. https://doi.org/https://doi.org/10.3390/joitmc7010066
- Leidner, D. E., Gonzalez, E., & Koch, H. (2020). An affordance perspective of enterprise social media and organizational socialization. In Strategic information management (pp. 364–402). Routledge.
- Lin, Y., Wang, Y., & Kung, L. (2015). Influences of cross-functional collaboration and knowledge creation on technology commercialization: Evidence from high-tech industries. Industrial Marketing Management, 49, 128–138. https://doi.org/https://doi.org/10.1016/j.indmarman.2015.04.002
- Majchrzak, J., & Michałowska, I. (2023). TRIZ in Marketing Management: Study of Current Situation BT - Towards AI-Aided Invention and Innovation (D. Cavallucci, P. Livotov, & S. Brad (eds.); pp. 378–389). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-42532-5_29
- Massa, S., Annosi, M. C., Marchegiani, L., & Messeni Petruzzelli, A. (2023). Digital technologies and knowledge processes: new emerging strategies in international business. A systematic literature review. Journal of Knowledge Management, 27(11), 330–387. https://doi.org/10.1108/JKM-12-2022-0993
- Migdadi, M. M. (2021). Knowledge management, customer relationship management and innovation capabilities. Journal of Business & Industrial Marketing, 36(1), 111–124. https://doi.org/10.1108/JBIM-12-2019-0504
- Peñalba-Aguirrezabalaga, C., Ritala, P., & Sáenz, J. (2022). Putting marketing knowledge to use: marketing-specific relational capital and product/service innovation performance. Journal of Business & Industrial Marketing, 37(1), 209–224. https://doi.org/10.1108/JBIM-07-2020-0369
- Peppers, D., & Rogers, M. (2016). Managing customer experience and relationships: A strategic framework. John Wiley & Sons.
- Restuputri, D. P., Masudin, I., Septira, A. P., Govindan, K., & Widayat, W. (2024). The role of knowledge management to improve organizational performance through organizational ambidexterity within the uncertainties. Business Process Management Journal, 30(7), 2237–2282. https://doi.org/10.1108/BPMJ-08-2023-0614
- Santhose, S. S., & Lawrence, L. N. (2023). Understanding the implementations and limitations in knowledge management and knowledge sharing using a systematic literature review. Current Psychology, 42(36), 32427–32442. https://doi.org/10.1007/s12144-022-04115-6
- Santoro, G., Vrontis, D., Thrassou, A., & Dezi, L. (2018). The Internet of Things: Building a knowledge management system for open innovation and knowledge management capacity. Technological Forecasting and Social Change, 136, 347–354. https://doi.org/https://doi.org/10.1016/j.techfore.2017.02.034
- Shahzad, K., Bajwa, S. U., Siddiqi, A. F. I., Ahmid, F., & Raza Sultani, A. (2016). Integrating knowledge management (KM) strategies and processes to enhance organizational creativity and performance. Journal of Modelling in Management, 11(1), 154–179. https://doi.org/10.1108/JM2-07-2014-0061
- Shehzad, M. U., Zhang, J., Alam, S., Cao, Z., Boamah, F. A., & Ahmad, M. (2023). Knowledge management process as a mediator between collaborative culture and frugal innovation: the moderating role of perceived organizational support. Journal of Business & Industrial Marketing, 38(7), 1424–1446. https://doi.org/10.1108/JBIM-01-2022-0016
- Sleep, S., Gala, P., & Harrison, D. E. (2023). Removing silos to enable data-driven decisions: The importance of marketing and IT knowledge, cooperation, and information quality. Journal of Business Research, 156, 113471. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.113471
- Sondhi, S. S., Salwan, P., Behl, A., Niranjan, S., & Hawkins, T. (2024). Evaluation of strategic orientation-led competitive advantage: the role of knowledge integration and service innovation. Journal of Knowledge Management, 28(7), 1937–1962. https://doi.org/10.1108/JKM-07-2023-0660
- Stone, M., Aravopoulou, E., Ekinci, Y., Evans, G., Hobbs, M., Labib, A., Laughlin, P., Machtynger, J., & Machtynger, L. (2020). Artificial intelligence (AI) in strategic marketing decision-making: a research agenda. The Bottom Line, 33(2), 183–200. https://doi.org/10.1108/BL-03-2020-0022
- Syahnur, H. (2024). Leveraging Technology and Innovation for Effective E-Business Management. Advances in Business & Industrial Marketing Research, 2(2 SE-Articles), 83–95. https://doi.org/10.60079/abim.v2i2.285
- Wahab, W. A., & Rahman, S. A. (2021). An Overview of Knowledge Management and Data Mining for Marketing Decision. https://doi.org/10.9734/bpi/mpebm/v11/12443d
- Wang, W., Yin, X., Coles, R., & Chen, J. (2024). More knowledge, better innovation? Role of knowledge breadth and depth. Management Decision, 62(5), 1576–1597. https://doi.org/10.1108/MD-06-2023-0910
- Wang, X. (2024). Integration and Innovation Path Analysis of Enterprise Marketing Data Management Based on Deep Learning. EAI Endorsed Transactions on Scalable Information Systems, 11(5).
References
Abbas, M. (2024). Integrating Knowledge Management into Marketing for Enhanced Decision-Making and Performance. Advances in Business & Industrial Marketing Research, 2(2 SE-Articles), 72–82. https://doi.org/10.60079/abim.v2i2.274
Al-Dmour, H., Asfour, F., Al-Dmour, R., & Al-Dmour, A. (2022). Validation of the impact of marketing knowledge management on business performance via digital financial innovation as a mediating factor. VINE Journal of Information and Knowledge Management Systems, 52(1), 33–56. https://doi.org/10.1108/VJIKMS-05-2020-0085
Alparslan, F. F. (2024). Adapting Strategies and Operations: How Mnes Navigate a Volatile International Business Environment. Available at SSRN 4851180. https://doi.org/10.2139/ssrn.4851180
Badasjane, V., Ahlskog, M., Granlund, A., Bruch, J., & Sauter, B. (2025). Navigating through uncertainties: coordinating digital transformation in international manufacturing networks. Journal of Manufacturing Technology Management, 36(9), 1–18. https://doi.org/10.1108/JMTM-06-2024-0322
Bergh, D. D., D’Oria, L., Crook, T. R., & Roccapriore, A. (2024). Is knowledge really the most important strategic resource? A meta-analytic review. Strategic Management Journal, June, 3–18. https://doi.org/10.1002/smj.3645
Cardoni, A., Zanin, F., Corazza, G., & Paradisi, A. (2020). Knowledge Management and Performance Measurement Systems for SMEs’ Economic Sustainability. Sustainability, 12(7), 2594. https://doi.org/10.3390/su12072594
Cerchione, R., & Esposito, E. (2016). A systematic review of supply chain knowledge management research: State of the art and research opportunities. International Journal of Production Economics, 182, 276–292. https://doi.org/https://doi.org/10.1016/j.ijpe.2016.09.006
Chesbrough, H., & Bogers, M. (2014). Explicating open innovation: Clarifying an emerging paradigm for understanding innovation. New Frontiers in Open Innovation. Oxford: Oxford University Press, Forthcoming, 3–28. https://ssrn.com/abstract=2427233
Chierici, R., Mazzucchelli, A., Garcia-Perez, A., & Vrontis, D. (2019). Transforming big data into knowledge: the role of knowledge management practice. Management Decision, 57(8), 1902–1922. https://doi.org/10.1108/MD-07-2018-0834
Christensen, C., Raynor, M. E., & McDonald, R. (2013). Disruptive innovation. Harvard Business Review Brighton, MA, USA.
Di Vaio, A., Palladino, R., Pezzi, A., & Kalisz, D. E. (2021). The role of digital innovation in knowledge management systems: A systematic literature review. Journal of Business Research, 123, 220–231. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.09.042
Duarte, V., Zuniga-Jara, S., & Contreras, S. (2022). Machine Learning and Marketing: A Systematic Literature Review. IEEE Access, 10, 93273–93288. https://doi.org/10.1109/ACCESS.2022.3202896
Eboigbe, E. O., Farayola, O. A., Olatoye, F. O., Nnabugwu, O. C., & Daraojimba, C. (2023). Business intelligence transformation through AI and data analytics. Engineering Science & Technology Journal, 4(5), 285–307. https://doi.org/10.51594/estj.v4i5.616
Eriksson, T., Bigi, A., & Bonera, M. (2020). Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation. The TQM Journal, 32(4), 795–814. https://doi.org/10.1108/TQM-12-2019-0303
Ferrell, O. C., Hartline, M. D., & Hochstein, B. W. (2022). Marketing strategy: Text and cases. Cengage Learning, Inc.
Foltean, F. S., & van Bruggen, G. H. (2022). Digital Technologies, Marketing Agility, and Marketing Management Support Systems: How to Remain Competitive in Changing Markets BT - Organizational Innovation in the Digital Age (C. Machado & J. P. Davim (eds.); pp. 1–38). Springer International Publishing. https://doi.org/10.1007/978-3-030-98183-9_1
Gamboa, A. J. P., Cano, C. A. G., & Castillo, V. S. (2022). Decision making in university contexts based on knowledge management systems. Data and Metadata, 1, 92. https://doi.org/10.56294/dm202292
Gupta, P., Hooda, A., Jeyaraj, A., Seddon, J. J. M., & Dwivedi, Y. K. (2024). Trust, Risk, Privacy and Security in e-Government Use: Insights from a MASEM Analysis. Information Systems Frontiers. https://doi.org/10.1007/s10796-024-10497-8
Haris, A. (2024). Maximizing Marketing Effectiveness through Knowledge Management Strategies. Paradoks: Jurnal Ilmu Ekonomi, 7(3), 237–250. https://doi.org/10.57178/paradoks.v7i3.894
Ijomah, T. I., Idemudia, C., Eyo-Udo, N. L., & Anjorin, K. F. (2024). Harnessing marketing analytics for enhanced decision-making and performance in SMEs. World Journal Of Advanced Science And Technology, 6(1), 1–12. https://doi.org/10.53346/wjast.2024.6.1.0037
Inkinen, H. T., Kianto, A., & Vanhala, M. (2015). Knowledge management practices and innovation performance in Finland. Baltic Journal of Management, 10(4), 432–455. https://doi.org/10.1108/BJM-10-2014-0178
Intezari, A., & Gressel, S. (2017). Information and reformation in KM systems: big data and strategic decision-making. Journal of Knowledge Management, 21(1), 71–91. https://doi.org/10.1108/JKM-07-2015-0293
Jghamou, A., Maziri, A., Mallil, E. H., & Echaabi, J. (2021). Codification or Personalization? Aid To Choose Your Knowledge Management Strategy. Proceedings of the International Conference on Industrial Engineering and Operations Management, Goh 2002, 1049–1056. https://doi.org/10.46254/eu04.20210443
Kumar, V., Ramachandran, D., & Kumar, B. (2021). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research, 125, 864–877. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.01.007
Lam, L., Nguyen, P., Le, N., & Tran, K. (2021). The Relation among Organizational Culture, Knowledge Management, and Innovation Capability: Its Implication for Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 66. https://doi.org/https://doi.org/10.3390/joitmc7010066
Leidner, D. E., Gonzalez, E., & Koch, H. (2020). An affordance perspective of enterprise social media and organizational socialization. In Strategic information management (pp. 364–402). Routledge.
Lin, Y., Wang, Y., & Kung, L. (2015). Influences of cross-functional collaboration and knowledge creation on technology commercialization: Evidence from high-tech industries. Industrial Marketing Management, 49, 128–138. https://doi.org/https://doi.org/10.1016/j.indmarman.2015.04.002
Majchrzak, J., & Michałowska, I. (2023). TRIZ in Marketing Management: Study of Current Situation BT - Towards AI-Aided Invention and Innovation (D. Cavallucci, P. Livotov, & S. Brad (eds.); pp. 378–389). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-42532-5_29
Massa, S., Annosi, M. C., Marchegiani, L., & Messeni Petruzzelli, A. (2023). Digital technologies and knowledge processes: new emerging strategies in international business. A systematic literature review. Journal of Knowledge Management, 27(11), 330–387. https://doi.org/10.1108/JKM-12-2022-0993
Migdadi, M. M. (2021). Knowledge management, customer relationship management and innovation capabilities. Journal of Business & Industrial Marketing, 36(1), 111–124. https://doi.org/10.1108/JBIM-12-2019-0504
Peñalba-Aguirrezabalaga, C., Ritala, P., & Sáenz, J. (2022). Putting marketing knowledge to use: marketing-specific relational capital and product/service innovation performance. Journal of Business & Industrial Marketing, 37(1), 209–224. https://doi.org/10.1108/JBIM-07-2020-0369
Peppers, D., & Rogers, M. (2016). Managing customer experience and relationships: A strategic framework. John Wiley & Sons.
Restuputri, D. P., Masudin, I., Septira, A. P., Govindan, K., & Widayat, W. (2024). The role of knowledge management to improve organizational performance through organizational ambidexterity within the uncertainties. Business Process Management Journal, 30(7), 2237–2282. https://doi.org/10.1108/BPMJ-08-2023-0614
Santhose, S. S., & Lawrence, L. N. (2023). Understanding the implementations and limitations in knowledge management and knowledge sharing using a systematic literature review. Current Psychology, 42(36), 32427–32442. https://doi.org/10.1007/s12144-022-04115-6
Santoro, G., Vrontis, D., Thrassou, A., & Dezi, L. (2018). The Internet of Things: Building a knowledge management system for open innovation and knowledge management capacity. Technological Forecasting and Social Change, 136, 347–354. https://doi.org/https://doi.org/10.1016/j.techfore.2017.02.034
Shahzad, K., Bajwa, S. U., Siddiqi, A. F. I., Ahmid, F., & Raza Sultani, A. (2016). Integrating knowledge management (KM) strategies and processes to enhance organizational creativity and performance. Journal of Modelling in Management, 11(1), 154–179. https://doi.org/10.1108/JM2-07-2014-0061
Shehzad, M. U., Zhang, J., Alam, S., Cao, Z., Boamah, F. A., & Ahmad, M. (2023). Knowledge management process as a mediator between collaborative culture and frugal innovation: the moderating role of perceived organizational support. Journal of Business & Industrial Marketing, 38(7), 1424–1446. https://doi.org/10.1108/JBIM-01-2022-0016
Sleep, S., Gala, P., & Harrison, D. E. (2023). Removing silos to enable data-driven decisions: The importance of marketing and IT knowledge, cooperation, and information quality. Journal of Business Research, 156, 113471. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.113471
Sondhi, S. S., Salwan, P., Behl, A., Niranjan, S., & Hawkins, T. (2024). Evaluation of strategic orientation-led competitive advantage: the role of knowledge integration and service innovation. Journal of Knowledge Management, 28(7), 1937–1962. https://doi.org/10.1108/JKM-07-2023-0660
Stone, M., Aravopoulou, E., Ekinci, Y., Evans, G., Hobbs, M., Labib, A., Laughlin, P., Machtynger, J., & Machtynger, L. (2020). Artificial intelligence (AI) in strategic marketing decision-making: a research agenda. The Bottom Line, 33(2), 183–200. https://doi.org/10.1108/BL-03-2020-0022
Syahnur, H. (2024). Leveraging Technology and Innovation for Effective E-Business Management. Advances in Business & Industrial Marketing Research, 2(2 SE-Articles), 83–95. https://doi.org/10.60079/abim.v2i2.285
Wahab, W. A., & Rahman, S. A. (2021). An Overview of Knowledge Management and Data Mining for Marketing Decision. https://doi.org/10.9734/bpi/mpebm/v11/12443d
Wang, W., Yin, X., Coles, R., & Chen, J. (2024). More knowledge, better innovation? Role of knowledge breadth and depth. Management Decision, 62(5), 1576–1597. https://doi.org/10.1108/MD-06-2023-0910
Wang, X. (2024). Integration and Innovation Path Analysis of Enterprise Marketing Data Management Based on Deep Learning. EAI Endorsed Transactions on Scalable Information Systems, 11(5).