Organising Knowledge: Methods and Case Studies [Paperback]

The organization, processing and representation of knowledge becomes increasingly important in all scientific and business contexts. This book focuses on qualitative methods for knowledge organization and their contributions to knowledge-based issues of marketing management research. Besides theoretical discussions of different approaches to and definitions of knowledge and methods for knowledge organization, several case studies in the field of marketing management are presented. Questions of research design, adequate choice of methodologies and practical relevance of the results are addressed.PART ONE: THEORETICAL AND METHODOLOGICAL ISSUES Structures and Diversity in Everyday Knowledge; M.Peschl Situatedness and Artefacts in Expert Knowledge and Activity; H.Risku The Human Foundation of Knowledge Management; T.Seiler Conceptual Knowledge and the Problem of Understanding; J.Gadner & D.Ohnesorge Gestalt-based Linguistics and the GABEK Method; M.Kimmel Managing Complexity: Knowledge Organisation and Qualitative Software; L.Richards PART TWO: CASE STUDIES Consumers' Knowledge of Controlled Ventilation Systems; J.Gadner & R.Buber The Process of Web-personalisation: A Framework to Determine Adequate Personalisation Systems; S.Grabner-Kr?uter Evaluating A Computer-based Marketing Course by Means of Focus Groups and Interviews; R.H?ld The Job Image of Young Sales Assistants: Introspection and Young Consumers' Assessment; R. Buber Venture Brazil: Studying Austro-Brazilian Joint Ventures by Means of GABEK WinRelan ; J.M?hlbacher & J.Penker The Austrian Furniture Retailers' Perspective on the Austrian Design Industry; R.Buber & M.Friedmann Influences of Organisational Learning on Organisational Performance and Success; R.YeoMARION FRIEDMANN Marketer of ARENA, a youth and cultural centre in Vienna, AustriaSONJA GRABNER-KR?UTER Associate Professor of Marketing and International Management, University of Klagenfurt, AustriaREGINA H?LD Student, Vienna University l“7