Design of a Strategic Knowledge Management Model to Evaluate Sales Growth in SMEs
Knowledge management has allowed sharing and managing the intangible assets of organizations. However, in the majority of SMEs the absence of this discipline is noted, because knowledge is not considered an asset, since extensive resources are required for its proper management. The purpose of this paper is to design a knowledge management model in the marketing area of an SME, including variables that come from two profiles: the managerial and the selling area. This study was conducted in a simulation of one thousand surveys applied to SME managers. The results allowed to identify the importance that knowledge management generates in the marketing area, through the management of intellectual capital in its dimensions: human capital, relational capital and structural capital. The model that was obtained based on the simulation shows the relevance of organizational learning in competitiveness, generating an increase in sales. One of the main implications of this research is to evaluate the intellectual capacity, and to determine if it is necessary to invest in it or not.