Bridging the Divide between Knowledge Diffusion and Utilisation in Cooperative Research Settings

Decisions based on market segmentation, target market selection and product positioning are among the most critical strategic choices made within any organisation (Dover 2000). It is widely accepted that utilisation and management of knowledge that would underpin such decisions is that which will give organisations a competitive edge (Argote, 2000; Von Krogh, Nonaka & Nishiguchi, 2000). Widespread recognition of this however, has not changed the fact that knowledge developed through structured research and analysis is not often utilized in a direct and instrumental fashion in subsequent decision-making (Landry, Amara & Lamari, 2001). A model is presented which describes the cognitive process underlying knowledge acquisition in individuals as a process of negotiation mediated by factors relating to social contingencies and communication. This is with a view to providing a theoretical framework in which to investigate cognitive and social processes principle to knowledge acquisition and utilisation in cooperative research efforts.