Kannan, Selvi ORCID: 0000-0002-0973-7864 and Madden-Hallett, Helen (2006) Population Ageing Challenges Knowledge Management and Sustaining Marketing Culture. International journal of knowledge, culture and change management, 6 (3). pp. 57-69. ISSN 1447-9524

Abstract

The knowledge era may give rise to a new world of chaos if marketing perceptions do not move away from the “zeitgeist whirlpool”. The “zeitgeist whirlpool” ideology illustrates the position of marketers trapped in the flowing current of marketing approach invented by the Baby Boomers, to fulfil a youthful marketing concept. The whirlpool incorporates innovation that may lead marketers to fall short of meeting the needs of the growing ageing population and thereby lose their sustainable competitive advantage. This, in turn, may give rise to chaos if organisations do not manage their “wisdom knowledge”. In the knowledge-era organisations are actively employing strategies to manage knowledge and even retain corporate memory, however, there are very few organisations (if any) who have realised the importance of wisdom knowledge that may be essential for competitive sustainability. Managing this type of knowledge elicits the dynamic flow of ideas and experiences amongst employees where very important exchanges of variables such as culture and human sensitivity allows the whirlpool to be breached and subsequently generate a new marketing paradigm. This is especially important given the seismic demographic shift that organisations are facing globally.

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