Commercialization: The Next Phase of Knowledge Management

Knowledge management is evolving from an inward-looking focus on enterprise effectiveness to an outward-looking one where opportunities are sought to commercialize an organization’s knowledge assets. Despite the set-backs in the dot.com economy, the Internet continues to mature as an important medium for marketing and delivering knowledge. This chapter reviews the process of how knowledge is commercialized, and introduces ten principles of Internet marketing. Particular attention is given to online knowledge marketplaces and the challenges they pose for buyers and sellers alike.