Consumers are an increasingly valuable source of knowledge about an organisation’s products and services. This paper outlines a research project which explores the relationship of e-Commerce and Knowledge Management from a consumer perspective. The research draws on the theory of the ‘personalization strategy ’ and on the ‘socially constructed models’ of Knowledge Management identified by McAdam and Mcreedy (McAdam and McCreedy, 1999). The first stage in this cycle of the research is an explorative investigation into consumers ’ uses of the Internet in consumption practices. The paper reports the early findings of the research. It concludes that in order to promote innovation and the development of new knowledge, organisations must facilitate interaction across their boundaries, and integrate knowledge exchange with consumers into normal working practices Contextual Backgroun
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