Sharing for show: two case studies on the reality of marketing best practice sharing in FMCG multinationals

• Ano de defesa: 2025
• Autor(a) principal: Poujol, Oriane Caroline Louise
• Orientador(a): Lourenço, Carlos Eduardo
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Palavras-chave em Português: Compartilhamento de conhecimento; Empresas multinacionais de FMCG; Melhores práticas; Reaplicação de conhecimento; Teorias de aprendizagem organizacional
• Palavras-chave em Inglês: Knowledge sharing; FMCG multinational companies; Best practices; Marketing; Knowledge reapplication; Organizational learning theories
• Link de acesso: https://hdl.handle.net/10438/36530

Purpose – This study explores knowledge sharing and the dissemination of best practices within multinational FMCG companies, particularly in the context of marketing teams. It observes how companies push for knowledge sharing, often for show, without properly implementing robust knowledge management systems or making it a clear strategic priority, resulting in limited sharing and reapplication of shared practices. Design/methodology/approach – Using a qualitative case study approach, this research analyzes the knowledge-sharing practices in two multinational FMCG companies. Interviews with marketing managers provide insights into the mechanisms and barriers associated with knowledge sharing, adaptation, and implementation across diverse markets. Findings – The study finds that while companies emphasize the importance of knowledge sharing, the lack of systematic follow-up, inadequate adaptation to local contexts, and insufficient leadership support hinder the effective reapplication of shared practices. Knowledge sharing is often superficial, driven more by external expectations than by an internal, strategic commitment to leveraging knowledge for organizational growth. Originality/value – This research contributes to the understanding of knowledge management in multinational FMCG companies' marketing teams. It underlines the gap between the outward promotion of best practices and its reality, meaning a lack of substantial sharing and implementation, as most of it is done for show. It also extends the application of Organizational Learning Theory, specifically in the context of marketing practices within FMCG MNCs.