Craig Hume

The critical role of internal marketing in knowledge management in not-for-profit organizations

Australian not-for-profit (NFP) organizations are knowledge-intensive enterprises, but most struggle with knowledge management (KM), while at the same time identifying it as an increasingly important activity they must improve for an increasingly competitive and demanding environment. Replicating “corporate” best KM practices is often misaligned with NFPs’ unique cultures, finances, operations, and missions. This article advances previous work presented in this journal and highlights the importance of internal management practices as vital for success. This article draws from NFP research in knowledge and explores a key enabler (internal marketing) that has been overlooked for building a critical link between NFP staff/volunteers and the organization for building and sustaining KM in an NFP environment. Using in-depth interviewing (32 interviews) and an online survey (179 respondents), this article examines the elements of internal marketing’s benefit/value propositions to staff and the importance of personal relevance. Further, the article also explores the value of socialization strategies (such as communities of practice) as effective internal marketing channels.

Creating the global greenscape: developing a global market-entry framework for the green and renewable technologies

Purpose – This chapter develops the case for a global Greenscape. It introduces the green global marketplace (Greenscape) to better understand the global green market.Design/methodology/approach – The chapter introduces current green market practices and adopts case study methodology to present three distinct green cases related to renewable energy, process technology and wastewater recycling and their international market activities. The chapter offers discussion on findings and incorporates the novel technique of discourse analysis using Leximancer 3.0.Findings – The case shows how the Greendex Report (2012) positions Brazil, India, China and Russia at the top of the markets for green product penetration. The developed nations of USA, France and Canada make up the bottom rankings. The chapter finds essential elements for creating the global Greenscape and marketing of green technologies.Research limitations/implications (if applicable) – Empirical research testing success pathways and destination opportunities is desirable.Practical implications (if applicable) – The ‘success and failure criteria’ identify how planning, patent and partnerships are essential for successful entry. Specific market research on G(reen) markets, market information, marketing functions for market entry and market diffusion for renewable products and process technologies such as supply chain elements, and how these interrelate with achieving sustainability goals is essential for successful entry.Originality/value of chapter – The chapter offers a novel and original approach to international green market penetration and offers analysis related to the new world BRIC countries that have been little explored.

What about us? Exploring small to medium Australian not for-profit firms and knowledge management

Purpose – The aim of this paper is to research the practice of knowledge management (KM) in not-for-profit (NFP), small and medium enterprises (SMEs) to identify gaps in the current body of knowledge. Previous work has been conducted in small, medium and large enterprises; however, NFP SMEs have been underexamined. Given the prevalence of NFP, SMEs’ further research is warranted. Design/methodology/approach – Using a case study methodology, this research advances previous KM work (Hume and Hume, 2008). Based on previous work in SMEs, KM and the application to NFP organizations, this work offers a set of propositions related to strategic development of KM in NFP organizations with multiple data sources across hierarchical levels sought and analyzed within each of the case studies. This process provided data variation. Collection continued until theoretical saturation was achieved. The paper supports analysis with the use of Leximancer 3.0 and offers a unique approach to qualitative research using textual a...

Aged Care Informatics: Exploring the Role of Information, Knowledge and Aged Care Management

Aged care is projected to be the fastest-growing sector within health and community care industries Strengthening the care-giving workforce, compliance, delivery and technology is not only vital to our social infrastructure and improving the quality of care, but also has the potential to drive long-term economic growth and contribute to the GDP. This paper examines the role of knowledge management (KM) in aged care organizations to assist in the delivery of aged care. With limited research related to KM in aged care, this paper advances knowledge and offers a unique view of KM from the perspective of 22 aged care stakeholders. Using in-depth interviewing, this paper explores the definition of knowledge in aged care facilities, the importance of knowledge planning, capture and diffusion for accreditation purposes and offers recommendations for the development of sustainable knowledge management practice and development. The paper culminates in an offering a checklist for aged care facilities and advances the discourse in this sector.