International Journal of
Innovation, Management and Technology

Abstract

Technologies are transforming marketingorganizations; and exploiting the full potential of thistransformation is one of the key challenges for startups andSmall and Medium Enterprises (SMEs) requiring a holisticmanagement approach towards Knowledge Management (KM)in the digital context. This paper addresses a central questionfrom a resource-based perspective: how startups and SMEswith inadequate capabilities and limited resources drive digitaltransformation in marketing? Customer KnowledgeManagement (CKM) which integrates approaches fromKnowledge Management and Customer RelationshipManagement (CRM) can play an important role towards thisgoal. This paper examines the evolving role of data sciences inrelation to marketing for effective Customer KnowledgeManagement in startups and SMEs. Adopting a case studymethodology in EdTech startup based in Egypt, this papersuggests technological tools that help startups and SMEs withlimited resources and capabilities take advantage of datasciences in relation to marketing and extract valuable customerknowledge to improve CRM effectiveness. The case study alsosheds some light on the relevant organizational factors thatcould help such organizations align the CRM business processeswith IT infrastructure. This research provides some guidance,from an organizational perspective, to startups and SMEs intheir digital transformation in marketing.