Change search
ReferencesLink to record
Permanent link

Direct link
Transferring Knowledge from a Crowd to a Retail Company - A case study of Roamler Sweden
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: Organizational spending on marketing needs to be justified and therefore measured. New technology has enabled new ways of conducting market research.

Research question: How can knowledge be transferred from a crowd of consumers to a company operating in the retail industry?

Purpose: To explore the process of knowledge transfer in a new type of market research company by creating an understanding of (1) how to gather knowledge through engaging and motivating a crowd to share information, (2) how to analyze and transfer it to the clients, and in the end (3) how the clients receive the information and are able to create knowledge internally.

Methodology: Qualitative single case study through semi-structured interviews with the case company and two of their clients. This was combined with secondary data and observations.

Conclusions: Motivated users are important when gathering knowledge through crowdsourcing. Focusing on gathering and transferring explicit knowledge makes it more actionable and therefore more valuable when it comes to market insights. Externalization was found to only be partly possible in the case company, which strengthens established theories published after Nonaka and Takeuchi (1995). Absorptive capacity and relationships had influence on the knowledge transfer and how the results were acted upon in the client organizations. 

Place, publisher, year, edition, pages
2015. , 54 p.
Keyword [en]
Knowledge transfer, knowledge conversion, explicit knowledge, tacit knowledge, gamification, crowdsourcing
National Category
Business Administration
URN: urn:nbn:se:uu:diva-260315OAI: diva2:846855
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Available from: 2015-08-18 Created: 2015-08-18 Last updated: 2015-08-18Bibliographically approved

Open Access in DiVA

fulltext(3207 kB)77 downloads
File information
File name FULLTEXT01.pdfFile size 3207 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
Department of Business Studies
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 77 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 272 hits
ReferencesLink to record
Permanent link

Direct link