As the pace of todays world increases with advances in technology and globalization, the heat of rivalry and competition in the business world is also rising. It is a wake-up call for many firms that they can no longer just convince customers to buy whatever they sell. They have to understand their customers. Customer Relationship Management (CRM) can assist firms to know your customer and construct good relationships with customers. In order to know your customer and construct a good relationship, customer knowledge must be acquired and managed. However, this is no easy task since customer knowledge can be subjective and difficult to extract or manage. An approach is needed to acquire and manage customer knowledge. Knowledge management, including knowledge creation, can assist in terms of acquiring and managing customer knowledge. Knowledge management not only improves understanding of the customer, but also improves business process performance by enabling response to customer needs in a timely manner with better quality of service. Customer-Centric Knowledge Creation is the process for the creation of knowledge based on customer knowledge within the CRM contexts which are enterprise-wide, customer-centric, technology-driven, and cross-functional. The aims of this process are to assist organizations to gain more understanding of the customer, embedding customer knowledge into organization knowledge, and creating a customer-focused mindset in organizational members. In other words, it is to sustainably create knowledge focusing on customer knowledge in an organization.

This study aims to investigate the influence of knowledge adoption (intention to adopt knowledge) and cognitive learning in the knowledge transfer process. The moderating impact of cognitive learning strategy is also explored. Building on cognitive learning theories, a model was developed to examine the knowledge recipient's intention to adopt knowledge and his/her cognitive learning. As this study follows quantitative approach, the model was tested empirically using a survey of 615 white-collar workers in Thailand. The results show that higher knowledge recipient's intention to adopt knowledge can enhance his/her cognitive learning. The results also show that utilizing cognitive learning strategy may only be suitable for some groups of knowledge recipients. Based on the study's findings, management teams can understand the importance of employees' intention to adopt knowledge in their learning of the transferred knowledge. Moreover, management teams can understand how to utilize the cognitive learning strategy for employees with different intentions to adopt knowledge.

The objective for this study is to investigate the impact of knowledge externalization on team performance by the study of knowledge articulation and self-reflection. Multiple regression is applied for analysis of the data collected from 401 participants. The findings designate the significant positive relation between knowledge articulation and team performance. On the other hand, self-reflection is found to have negative relation with team performance. The findings also designate interaction between individual knowledge articulation and self-reflection on team performance. An individual’s knowledge articulation is found to be more effective on team performance when the individual has high self-reflection. However, the effectiveness of an individual’s knowledge articulation on team performance is prone to be less when that individual has low self-reflection.