Strategic Enablement Investments: Exploring Differences in Human and Technological Knowledge Transfers to Supply Chain Partners

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Abstract

Business-to-business firms have a long history of investing in training their supply chain partners using primarily salespeople. However, advances in technology now allow for elements of sales enablement programs to be automated and run without human involvement. This paper examines how human and technology enablers are suited to transfer tacit and explicit knowledge respectively. It constructs a strategic enablement investment framework that, depending on the mix of investments in human or technology enablers, results in four types of learning environments: self-directed, collaborative, adaptive, and complex. We close by discussing the implications for future research and offer guidance for industrial marketing managers.
Original languageEnglish
JournalINDUSTRIAL MARKETING MANAGEMENT
Publication statusPublished - 2 Sept 2020

Keywords

  • strategic enablement investments
  • human enablement
  • technological enablement
  • knowledge transfer
  • Tacit knowledge
  • explicit knowledge

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