This thesis attempts to explore the management of consumer information in Small toMedium-Sized Enterprises (SMEs) and its resultant impact on their organisationaleffectiveness. My research adopts the knowledge-based perspective of the firm and Iintend to focus on how small to medium-sized Agri-Food companies manage what theyknow about their consumers, hence exploring the processes of generating, conversion,storing and retrieving, sharing and transferring, applying and evaluating their consumeras well as enablers to managing the information. I would then explore how theprocesses and enablers have impacted on organisational outputs suggesting theireffectiveness, such as identifying new business opportunities, streamlining internalprocesses, innovating new products/services, anticipating potential market opportunities,quick adaptation to unanticipated change and response to market demand, rapidcommercialisation of new product/services innovation among others.
SMEs, knowledge management, consumer information, organisationaleffectiveness.
Proponents of the knowledge-based theory or perspective of the firm assert thatknowledge is the most strategically significant resource of any firm (Alavi and Leidner,2001; Grant, 1996; Sveiby, 2001). This is simply because no organisation, big or small,private or public, profit or not-for-profit, can operate without one form of knowledge oranother. The current socio-economic order of today’s world is driven by trends such asglobalisation, technological advancements, constant change and information explosion.However, these trends presuppose that a critical determinant of organisational success isanchored on the effective and efficient management of organisational knowledge. It isbecoming increasingly significant that for businesses to remain profitable, sustainable,innovative, and gain competitive in their respective industries, the generation, storage,retrieval, transfer and utilisation of their knowledge is key (Davenport and Prusak, 1998and Nonaka and Takeuchi, 1995).On one hand,
has been defined as information with meaning, or informationcombined with experience, context, interpretation, and reflection (Davenport and Prusak,1998). Leonard and Sensiper (1998) defined
as information that is relevant,