Buzz Network Strategies and Their Impact on Knowledge Management Process

The evolution in technology and social behavior, which is happening nowadays, is changing traditional ways of managing knowledge. An example of this evolution is represented by buzz network strategies (BNS). Originally developed in the field of marketing, these strategies refer to the interaction of consumers and users of a product or service in order to amplify the marketing message and create a word-of-mouth effect. Nowadays the original marketing usage is changing and companies are creating new solutions for managing the knowledge that this word-of-mouth is generating with a substantial impact on traditional knowledge management (KM) practice. We have conducted an empirical analysis in the field of BNS using a case-study, the ”kids’ space”. This project consists of an alliance of several Italian companies with the aim of creating a web 2.0 solution where consumers, architects, designers, inventors and other experts can talk about products and services for children. A qualitative approach was used throughout several semi- structured interviews with 10 managers involved in the project. Focusing on these lines of research, the aim of this exploratory paper is to: (i) identify a theoretical framework of knowledge management process that could be used in empirical analysis; (ii) recognize how buzz strategies are affecting the traditional knowledge management process in participating companies. The theoretical implications of this paper are to create better assimilation of network buzz strategies and to recognize how these strategies could affect traditional Knowledge Management Process. The managerial implications of this paper are to assist managers in developing BNS.