Creating a brand and success
comes largely as
a result of innovation. While competitive advantage
can arise as a
consequence of the size of the company or disposition
of resources, more and more dominant
position in the market occupied by companies that
are able to mobilize
knowledge, technology skills and experience to constantly
create new products, and processes and services. The presented conceptualization of
knowledge management is based on the need for synergy between the capabilities
of advanced information technologies and human creativity and innovation to
realize goals in turbulent business environment. We can
say that the knowledge management is the mental, behavioural and cultural shift
from the old adage ‘knowledge is power’ to the new mindset ‘sharing knowledge is power’.