Knowledge Management in E-Commerce

Knowledge Management in E-Commerce

Zaigham Mahmood (University of Derby, UK & North West University, South Africa)
DOI: 10.4018/978-1-60960-509-4.ch005
OnDemand PDF Download:


Knowledge management refers to acquisition, creation, dissemination, and utilization of knowledge. Knowledge is becoming an important resource for today’s organisations, and enterprises are keen to deploy this resource to improve their products, services, and processes as well as ensure delivery on demand. Through knowledge management, businesses aim to increase efficiency, reduce costs, and most importantly, retain customers. Enterprises in the electronic commerce arena are already aware of the importance of understanding customer attitudes and their buying habits and are, therefore, taking huge strides to ensure that they employ appropriate techniques to manage the information at hand. This chapter discusses the variety of approaches that business enterprises have adopted for the acquisition of customer information and its deployment and outlines the processes relevant to knowledge management in the context of electronic commerce.
Chapter Preview


Knowledge management (KM) is the collection of processes that govern the acquisition, creation, dissemination, and utilization of knowledge. It refers to the practice that involves the capturing and sharing of an organization's information assets including the experiences of their employees. Organisations are beginning to attach huge importance to customer knowledge as customer attitudes, their purchasing habits and their becoming increasingly more knowledgeable is having a huge effect on the way the products and services are being consumed. Business organisations and enterprises that make use of such knowledge to leverage their products and services are being more successful and profitable than others. In the Electronic Commerce (EC) sector, KM can be used highly effectively for improving internal processes within organisations. Proper content representation of knowledge assets can, in turn, help to retain existing customers and gain new ones as well as provide information to others much more quickly and on demand.

Organisations involved in conducting trade via the Internet are employing a variety of techniques to acquire customer knowledge including: (1) surveys and questionnaires, (2) getting opinions through online communities and at the point of checkout and (3) getting customer comments through discussion forums and social networking sites. Organisations also require other forms of information e.g. information about suppliers, competitors, company's own processes, products and services as well as markets in general and global economies.

Acquiring information is relatively easy; however, management of this information with a view to deploying it to the organisations’ advantage is less straight forward. This is due to the fact that KM requires satisfactory systems and controls in place to properly manage and deploy the customer and organisational information. There are two aspects to KM:

  • To acquire, store, locate and update the information - for the organisation itself for the purpose of process and product improvement

  • To share and disseminate contextual information and expert insight - for the benefit of the organisation’s customers and partners.

This contextual information with expert insight is known as ‘knowledge’. Whereas, it is imperative that business organisations follow best practices for the successful implementation of EC, it is also essential that they have appropriate strategies for the effective management of information and knowledge. In the present work, we discuss the various approaches that business enterprises have adopted for the acquisition of customer information and its deployment and outline the processes relevant to KM in the context of EC.

In the rest of this chapter, we first define, in Section 2, what knowledge is, what KM refers to and also discuss the processes associated with KM. Then, in Sections 3, 4 and 5, we discuss how knowledge is generally managed in the context of EC: referring to customer knowledge and customer relationship management (CRM). Section 6 details the various methods for acquisition of customer knowledge. In Section 7, we describe the utilization and deployment of customer information. Conclusions are briefly summarised in Section 8.


Knowledge Management

Knowledge Management (KM) is the process of managing corporate knowledge resources. It is the collection of processes that govern the creation, dissemination and utilization of knowledge. Lee and Yang (2000) define KM as a set of organisational principles and processes that help knowledge workers (i.e. employees involved with the processing of information and knowledge) to leverage their creativity and ability to deliver business value (Roy & Stavropoulos, 2007). It is the practice that involves the capturing and sharing of an organization's information assets including the experiences of their employees. According to Young (2009), KM is the discipline of enabling individuals, teams and entire organizations to collectively and systematically capture, store, create, share and apply knowledge to better achieve their objectives. In a business environment, KM refers to the management of an organisation’s knowledge assets to share information to company’s employees and deploy in company’s processes to encourage better support and more consistent decision making (Bose and Sugumaran, 2003).

Complete Chapter List

Search this Book:
Table of Contents
Muthu Ramachandran
Chapter 1
Ali Dogru, Pinar Senkul, Ozgur Kaya
The amazing evolution fuelled by the introduction of the computational element has already changed our lives and continues to do so. Initially, the... Sample PDF
Modern Approaches to Software Engineering in the Compositional Era
Chapter 2
A. Egemen Yilmaz, I. Berk Yilmaz
Requirement analysis is the very first and crucial step in the software development processes. Stating the requirements in a clear manner, not only... Sample PDF
Natural Language Processing Techniques in Requirements Engineering
Chapter 3
Jean-Louis Boulanger
In recent years there has been acceleration in the use of computing. The process applies equally to the products used in day-to-day lives (household... Sample PDF
Requirement Management and Link with Architecture and Components
Chapter 4
Carlos Solis, Nour Ali
Wikis have been widely used as knowledge management tools. However, most of them do not support the conversion process of knowledge in an... Sample PDF
Managing Requirements Elicitation Knowledge using a Spatial Hypertext Wiki
Chapter 5
Zaigham Mahmood
Knowledge management refers to acquisition, creation, dissemination, and utilization of knowledge. Knowledge is becoming an important resource for... Sample PDF
Knowledge Management in E-Commerce
Chapter 6
Francisco Milton Mendes Neto, Marçal José de Oliveira Morais
The software process consists of knowledge-intensive procedures, involving various profiles, which handle a wide range of information. The adoption... Sample PDF
Multiagent System for Supporting the Knowledge Management in the Software Process
Chapter 7
Pankaj Kamthan
There are a number of avenues of articulating experiential knowledge, including patterns. However, the mere availability of patterns does not lead... Sample PDF
Towards Understanding the Use of Patterns in Software Engineering
Chapter 8
Pankaj Kamthan
The reliance on past experience is crucial to the future of software engineering. There are a number of avenues for articulating experiential... Sample PDF
Implications of Markup on the Description of Software Patterns
Chapter 9
Isabelle Mirbel, Pierre Crescenzo, Nadia Cerezo
Scientists who are not proficient in computer science and yet wish to perform in-silico experiments and harness the power of Service Oriented... Sample PDF
Empowering Web Service Search with Business Know-How: Application to Scientific Workflows
Chapter 10
Rosario Girardi, Adriana Leite
Automating software engineering tasks is essential to achieve better productivity in software development and quality of software products.... Sample PDF
Knowledge Engineering Support for Agent-Oriented Software Reuse
Chapter 11
Gopalakrishnan T.R. Nair, Selvarani R
The current trend of open source development and outsourcing industry heavily banks upon the reusability of software for achieving consistency in... Sample PDF
Software Reusability Estimation Model Using Metrics Governing Design Architecture
Chapter 12
D. Jeya Mala
Software testing is one of the most important processes in Software Development Life Cycle (SDLC) to ensure quality of software product. A large... Sample PDF
Knowledge Engineering Support for Intelligent Software Test Optimization
Chapter 13
Muthu Ramachandran, Zaigham Mahmood
Internet security is paramount in today’s networked systems, especially when they provide wireless application access and enable personal and... Sample PDF
A Framework for Internet Security Assessment and Improvement Process
Chapter 14
Gopalakrishnan T.R. Nair, Selvarani R
As the object oriented programming languages and development methodologies moved forward, a significant research effort was spent in defining... Sample PDF
Software Metrics and Design Quality in Object Oriented Paradigm
Chapter 15
Shuib Bin Basri, Rory V. O’Connor
This chapter discusses knowledge management (KM) aspects of how software process and software process improvement (SPI) is practiced within very... Sample PDF
Knowledge Management in Software Process Improvement: A Case Study of Very Small Entities
Chapter 16
Thomas Schulz, Lukasz Radlinski, Thomas Gorges, Wolfgang Rosenstiel
This chapter describes a methodology to support the management of large scale software projects in optimizing product correction effort versus... Sample PDF
Software Process Model using Dynamic Bayesian Networks
About the Contributors