From a social marketing perspective: a proposed customer relationship management technology transfer model

Delton Alderman; Kent Nakamoto; David Briberg

Treesearch

From a social marketing perspective: a proposed customer relationship management technology transfer model

Informally Refereed

Authors:

Delton Alderman, Kent Nakamoto, David Briberg

Year:

2007

Type:

Other

Station:

Northern Research Station

Source:

In: Miner, Cynthia; Jacobs, Ruth; Dykstra, Dennis; Bittner, Becky, eds. Proceedings: international conference on transfer of forest science knowledge and technology. Gen. Tech. Rep. PNW-GTR-726. Portland, OR: U.S. Department of Agriculture, Forest Service, Pacific Northwest Research Station: 1-7.

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Abstract

Technology and knowledge transfer (TKT) is practiced for a plethora of causes, ranging from AIDS prevention to manufacturing competitiveness. The number of government, university, and association TKT efforts is exhausting and fraught with problems; we know anecdotally that the adoption of technology or knowledge is minimal across all contexts. There are a myriad of reasons as to why this phenomenon (i.e., minimal adoption of technology or knowledge) exists, and it is beyond our scope to elucidate on the causes of low-adoption; rather, our intent is to present a theory of TKT based on personalization.

Keywords

social marketing, trust, perceived risk, customer relationship marketing, and personalization

Citation

Alderman, Delton; Nakamoto, Kent; Briberg, David. 2007. From a social marketing perspective: a proposed customer relationship management technology transfer model. In: Miner, Cynthia; Jacobs, Ruth; Dykstra, Dennis; Bittner, Becky, eds. Proceedings: international conference on transfer of forest science knowledge and technology. Gen. Tech. Rep. PNW-GTR-726. Portland, OR: U.S. Department of Agriculture, Forest Service, Pacific Northwest Research Station: 1-7.