Knowledge Sharing Using Customer Relationship Management Systems (CRM) in NPD Processes - Research Results from Polish and German Manufacturing Companies

摘要

Knowledge sharing in manufacturing companies is not an easy task. Our previous research conducted in Polish manufacturing companies in the construction and automotive industries, showed that 52% of respondents identified organisational difficulties which directly resulted from problems in knowledge sharing within the company, usually in the form of insufficient organization within the company and a lack of communication between company employees. An NPD process in a manufacturing company needs innovative ideas supported by an information system. CRM systems are used to facilitate the creation of new knowledge about market demand and support an NPD process in a manufacturing company. This case study investigates how knowledge is shared through CRM use and explores how the use of this system supports New Product Development (NPD) process based on a data obtained from Polish Manufacturing Enterprises from Lubuskie region and from German Manufacturing Enterprises from Brandenburg region. Based on our research results it is stated that managers in German and in Polish companies perceive the importance of the knowledge sharing supported by CRM system in the context of the improvement of the new product development.