Strategic Enablement Investments: Exploring Differences in Human and Technological Knowledge Transfers to Supply Chain Partners

Kirk Plangger*, Matteo Montecchi, Ilias Danatzis, Michael Etter, Jesper Clement

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

70 Downloads (Pure)


Business-to-business firms have a long history of investing in training their supply chain partners using primarily salespeople. However, advances in technology now allow for elements of sales enablement programs to be automated and run without human involvement. This paper examines how human and technology enablers are suited to transfer tacit and explicit knowledge respectively. It constructs a strategic enablement investment framework that, depending on the mix of investments in human or technology enablers, results in four types of learning environments: self-directed, collaborative, adaptive, and complex. We close by discussing the implications for future research and offer guidance for industrial marketing managers.
Original languageEnglish
JournalIndustrial Marketing Management
Pages (from-to)187-195
Number of pages9
Publication statusPublished - Nov 2020


  • Explicit knowledge
  • Human enablement
  • Knowledge transfer
  • Strategic enablement investments
  • Tacit knowledge
  • Technological enablement

Cite this