ظهور رویکرد مدیریت دانش مشتری تجربی (CEKM): ادغام دانش تجربی آنلاین و آفلاین The advent of customer experiential knowledge management approach (CEKM): The integration of offline & online experiential knowledge

1. Introduction Postmodernism stresses the importance of experience in the theory foundation (Addis & Podestà, 2005). The interaction between the consumer and the product is at the heart of the real experience of consumption. This interaction seems to be under-estimated by researchers. By and large, the experiential view aimed at revising the models and the tools in order to improve adherence to reality. It is, in fact, through studying the consumption behavior of hedonistic products (though not strictly “rational”) that the concept of experience is defined (Carù & Cova, 2003a, 2003b). In postmodernity, marketing has to involve the consumer by considering him/her as the producer of experiences (Cova, 1996). In this case, the excerpt from Cova (1996) aptly exposes the fundamental ideas: “It was a fundamental shift in the role and purpose of marketing: from manipulation of the consumer to genuine customer involvement, from telling and selling to experiencing and sharing knowledge and emotions. This approach will help customers gain the status of being in control of constructing their world” (p. 2). Therefore, the individual does not wish to be different any more by what he buys but by what he lives (Cinotti, 2007). For the consumer, consumption is an act of production of experiences, identities or images of itself and not a fact of destruction (Cinotti, 2007; Filser, 2002). From the experiential perspective, the people are involved in building up and reinforcing their identities (Badot & Cova, 2003; Carù & Cova, 2007; Cova & Cova, 2001; Cova & Cova, 2009). This approach is phenomenological in the spirit and it considers the consumption as a subjective state of consciousness with different layers of symbolic meanings, hedonic answers and an esthetic criterion. Hence, Addis and Holbrook (2001) presented the experiential consumption as a result of the explosion (disintegration) of subjectivity. “THE LIVED” becomes the most important element to integrate an emotional consumer, in search of sensitive experiences resulting from the interaction with products or services of the system of consumption (Maffesoli, 1990). Consequently, Carù and Cova (2006) stressed that: “there is an ‘incorporation’ of meanings under the shape of experiences, in other words individual staging where the accent is put on the sensualist and the importance of the lived” (p. 100). This incorporation of meaning constitutes a rich source of experiential knowledge as it is innovative and enriching. It tends to recognize the knowledge-based innovation or innovation as knowledge based focusing on the knowledge content of an innovation while clarifying the role of knowledge in the process of innovation (Quintane, Casselman, Reiche, & Nylund, 2011). According to literature review, knowledge is a pre-requisite for the innovation to occur (Murovec & Prodan, 2009; Quintane et al., 2011). In the light of the present paper, the innovation results from the knowledge exchange (Nonaka & Takeuchi, 1995). Therefore, this research adopts the view of innovation as an outcome while integrating the knowledge perspective (Quintane et al., 2011).