Citation:

Cinta Maulida Utami, Achmad Fajar Hendarman. "Knowledge Management as an Enabler of Innovation: A Case Study of an Indonesian Interior Design Firm" International Research Journal of Economics and Management Studies, Vol. 4, No. 4, pp. 111-122, 2025.

Abstract:

This study explores the role of Knowledge Management (KM) in marketing-driven innovation through a case study of an Indonesian interior design firm’s viral marketing campaign. While the campaign successfully increased brand awareness, it also revealed KM challenges, particularly in how knowledge was acquired, stored, shared, and applied throughout the innovation process. The lack of a formal KM strategy led to disconnected collaboration, knowledge silos, and potential knowledge loss, hindering the firm’s scalability of future marketing endeavors. An adopting a qualitative case study design, this study includes semi-structured interviews and internal documentation analysis for evaluating KM practices. SECI Model is used to analyze how marketing knowledge is created, converted, and embedded, whereas the People, Process, and Technology (PPT) model determines major enablers and inhibitors to the implementation of KM. Furthermore, NVivo 15 qualitative coding and sentiment analysis of social media commentary was employed to analyze public opinion and the effect of KM on campaign success. Evidence suggests that current knowledge-sharing processes are largely ad hoc and dependent on individual know-how, creating difficulty in replicating future marketing strategies. In an effort to eliminate these challenges, this research advocates for a formal KM plan built on the SECI Model through the implementation of centralized knowledge databases, documented processes, and virtual collaboration software. The proposed framework emphasizes standardized processes for capturing and transferring marketing insights, enhancing employee competencies, leveraging data-driven marketing analytics, and embedding KM principles into the organizational culture.

References:

[1] Abdi, K. and Senin, A. G., Knowledge management as a strategy for organizational competitiveness, Journal of Business Research 68(7) (2015) 1456-1461.
[2] Aaker, D. A., The Future of Purpose-Driven Branding: Innovation, Growth, and Social Impact, Harvard Business Review Press, 2023.
[3] Adesokan, T., Zhou, H., and Chen, X., Trust dynamics in influencer marketing: The impact of authenticity and engagement on consumer trust, Journal of Marketing Research 86(7) (2024) 98-106.
[4] Al-Dmour, R. H., Abbod, M., and Al-Dmour, H., The impact of knowledge management on marketing innovation: Evidence from the banking sector, Journal of Financial Services Marketing 25(4) (2020) 165-179.
[5] Antunes, H. and Pinheiro, P., Linking knowledge management and organizational learning: A review, Journal of Innovation & Knowledge 5(2) (2020) 140-149.
[6] Benevento, A., Shrestha, R., and Sullivan, D., Social media influencer engagement: A study on the effectiveness of high interaction frequency, Journal of Digital Marketing 46(3) (2024) 32-49.
[7] Berger, J., Contagious: How to Build Word of Mouth in the Digital Age, New York, USA: Simon & Schuster, 2013.
[8] Bowen, G. A., Document analysis as a qualitative research method, Qualitative Research Journal 9(2) (2009) 27-40.
[9] Bröring, S., The Stage‐Gate® Innovation Process Models: Adapting for Marketing Innovation, Springer, 2005.
[10] Çakirkaya, E. and Afşar, B., Viral marketing strategies in the digital era: The role of emotional and social factors, Digital Marketing Journal 37(5) (2024) 201-220.
[11] Chang, J. and Wu, T., Authenticity and congruence in influencer campaigns: How alignment impacts consumer engagement, Journal of Consumer Psychology 49(1) (2024) 66-78.
[12] Chen, L. and Ren, Y., The impact of influencer values on consumer behavior: Self-enhancement and social relatability, Journal of Marketing Research 42(3) (2024) 87-102.
[13] Chesbrough, H., Open Innovation: The New Imperative for Creating and Profiting from Technology, Harvard Business Review Press, 2003.
[14] Cooper, R. G., Winning at New Products: Creating Value Through Innovation, 4th ed., Basic Books, 2016.
[15] Creswell, J. W. and Creswell, J. D., Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 5th ed., Los Angeles, USA: SAGE Publications, 2018.
[16] Davenport, T. H. and Prusak, L., Working Knowledge: How Organizations Manage What They Know, Harvard Business School Press, 1998.
[17] Domínguez-Escrig, E., Mallén-Bonillo, M., and Chiva, R., Stewardship leadership and radical innovation: The mediating role of knowledge management dynamic capabilities, Journal of Business Research 102(8) (2019) 182-191.
[18] Edeh, J. N., Adepoju, A. I., and Nwogu, N. A., Knowledge management and innovation performance in SMEs: Empirical insights, Journal of Business Innovation 58(3) (2022) 109-127.
[19] Goldenberg, J., Libai, B., and Muller, E., Trust and credibility in social media influencer marketing, Journal of Consumer Behavior 41(4) (2024) 71-89.
[20] Grant, R. M., Prospering in dynamically competitive environments: Organizational capability as knowledge integration, Organization Science 7(4) (1996) 375-387.
[21] Hansen, M. T., Nohria, N., and Tierney, T., What’s your strategy for managing knowledge?, Harvard Business Review 77(2) (1999) 106-116.
[22] Ingrassia, M., Moran, M., and Linton, J., Social media influencers as knowledge intermediaries in online communities, Journal of Digital Communication 32(1) (2020) 45-63.
[23] Kim, M. and Kim, J., The role of social media influencers in shaping consumer behavior, Journal of Marketing Communications 21(4) (2023) 52-67.
[24] Kotler, P., Kartajaya, H., and Setiawan, I., Marketing 5.0: Technology for Humanity, John Wiley & Sons, 2023.
[25] Leyer, M., Moormann, J., and Wurm, B., Process-oriented knowledge management: Improving business processes by leveraging knowledge, Business Process Management Journal 22(5) (2016) 1007-1022.
[26] McKinsey & Company, The Consumer Decision Journey, McKinsey Quarterly 3(2) (2009) 12-19.
[27] Nabi, M. N., Raheem, H., and Alam, S., Stewardship behavior and radical innovation: The mediating role of knowledge management capabilities, Journal of Innovation & Knowledge 9(1) (2023) 78-94.
[28] Nieves, J. and Diaz-Meneses, G., Knowledge-based resources and innovation in the hotel industry, International Journal of Hospitality Management 56(7) (2016) 281-291.
[29] Nonaka, I. and Takeuchi, H., The Knowledge-Creating Company: How Japanese Companies Create the Dynamics of Innovation, New York, USA: Oxford University Press, 1995.
[30] Nonaka, I., Takeuchi, H., and Umemoto, K., A theory of organizational knowledge creation, International Journal of Technology Management 11(7) (2020) 833-845.
[31] Nunes, A., Tavares, C., and Pereira, R., Risks in collaborative marketing innovation: A conceptual framework, European Journal of Innovation Management 27(1) (2023) 152-168.
[32] Olazo, R. R., Marketing innovation and sustainable competitive advantage: The mediating role of customer satisfaction, Journal of Business Research 63(2) (2023) 88-105.
[33] Papa, A., Santoro, G., and Monge, F., Open innovation and knowledge acquisition: The role of external knowledge sources, Journal of Knowledge Management 26(4) (2022) 1249-1269.
[34] Polanyi, M., The Tacit Dimension, University of Chicago Press, 1996.
[35] Porter, M. E., Competitive Advantage: Creating and Sustaining Superior Performance, New York, USA: Free Press, 1985.
[36] Reijmersdal, E. A., Rozendaal, E., and Buijzen, M., The effectiveness of influencer self-presentation strategies, Journal of Advertising 53(6) (2024) 125-139.
[37] Reynolds, K. and Floridi, L., Impact and countermeasures of RMB appreciation on export-based enterprises, U.S. Patent 657238, 86(7) (1998) 98-106.
[38] Satrio, B., Wijaya, Y., and Suharto, D., The role of emotions in viral marketing success: A study of Indonesian consumers, Journal of Consumer Behavior 42(2) (2020) 33-49.
[39] Senge, P. M., The Fifth Discipline: The Art and Practice of the Learning Organization, Doubleday, 1990.
[40] Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D, 2nd ed., Bandung, Indonesia: Alfabeta, 2019.
[41] Tidd, J. and Bessant, J., Managing Innovation: Integrating Technological, Market and Organizational Change, 6th ed., John Wiley & Sons, 2018.
[42] Tjakraatmadja, J. H. (2024). Modul KM Planning. MM5016 - Knowledge Management for Innovation GM 17. SBM ITB Jakarta.
[43] Tjakraatmadja, J. H., & Kristinawati, D. (2017). Strategi Implementasi Knowledge Management. Penerbit ITB.
[44] Trott, P., Innovation Management and New Product Development, 6th ed., Pearson Education, 2017.
[45] Varadarajan, R., Innovation and marketing strategy, Journal of Marketing 82(1) (2018) 56-79.
[46] Yin, R. K., Case Study Research and Applications: Design and Methods, 6th ed., SAGE Publications, 2018.

Keywords:

Knowledge Management, Marketing Innovation, SECI Model, Viral Marketing.