Knowledge acquisition free essay sample

How Nike inc. in acquiring knowledge and developing it over the years since its stated first movement in shoes, sport apparel and equipment business . The knowledge is not just data or information it is a constantly changing mixture of experience, values, contextual information and expert insight that creates a background for evaluating and implementing new experience and information (Lynch, 2006). It originates and is applied in the minds of knower. Company tries to put this concept in the mind of every managers and employees. Nike implements it know-how to achieve great success consequently to great sale. Company uses divisional structure to allocate resource and tools to operate efficiently. It divided whole company to 5 departments: HR, Marketing Sale, Accounting, Production, and Design Development that have two distinct tacit and explicit forms of knowledge and tools to exploit. Tacit knowledge is difficult to specify. It is unclear, often complex, unwritten, and unrecorded. We will write a custom essay sample on Knowledge acquisition or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page And knowledge that can be given precise definition further analysis is called explicit knowledge. Every single department has unique way to operate individually and within organization. Knowledge in Marketing Sales Tacit knowledge Marketing and Sales staff has experience in creating sustainable relationship with customers that helps to generates positive outcomes in selling goods. Through dealing with customers, may quickly identify the needs and wants of customers and may understand customer’s feeling while young staff may not have those. Core competency in Nikes strategy is strong brand building through heavy advertising and sponsorship in local and international sport competitions. Nike employs very successfully images of popular athletes to make especially young people to associate every Nike branded products with successfull and stylish sport stars in order to promote its product to presuade cutomers to but them. For example, Michael Jordans athletic ability and the image of number one US basketball star was used to develop Nike Air shoes advertising capaign. Other sportmen have got sponsorship deals from Nike are famous tennises John McEnroe and Andre Agassi, golf star Tider Woods, and soccer players David Beckham and Ronaldo. One of the latest Nike’s brand promotion took in the London Olympic Games 2012, Nike cleverly used Olypic Games to it advantage, it choosed not to be the official sponsor instead it managed â€Å"ambush marketing† by delivering many game-changing products and attracted publicity through linking product to world’s famous athletes. Explicit knowledge Marketing Sales Department has to store new policies about future growth of company and based on it to develop new strategies. Moreover, it also requires sales data of company, the customer profile, and customer feedback to analyze the current situation of Nike. In 1976, the company hired John Brown and Partners as its first advertising agency and following year agency created the first brand ad for Nike under the name There is no finish line. But the most famous slogan Just do it was created in 1988 by Wieden+Kennedy ad agency and until now it remains Nikes primary as agency. Nikes Swoosh emblem is one of the most recognizable symbol in the world and it is presence in 46 counties gives huge advantages to operate in many markets and reach a lot of customer.