Incite To Action: Encouraging Effective Utilization of Shopper Insights in a Global Context

This presentation will describe how the Shopper Insights function inside a globally active FMCG company has gained and accumulated relevant shopper-marketing knowledge from diverse sources of information and expertise, and how this knowledge has since been successfully disseminated in a company-wide communication effort using a new web-based knowledge-sharing video service.

Incite To Action: Encouraging Effective Utilization of Shopper Insights in a Global Context

Stephanie GrootenhuisKraft Foods International, Switzerland

Bernhard Treiber4Dshopper, Germany

INTRODUCTION: SO MUCH KNOWLEDGE, SO MANY COUNTRIES – SO LITTLE TIME

The current profound changes in the world's competitive environment provide a unique opportunity to examine how organizational globalization affects knowledge transfer and organizational learning. Every foreign subsidiary inherently provides geographically unique knowledge that allows a multinational company to explore opportunities that exist in local resources as well as to transfer best practices between its geographically dispersed and diverse units. Global organizational learning and knowledge transfer is...

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