The company as an integrated marketing system: a shared approach of knowledge, competences and goals

Among the moments characterizing firms’ activities we can mention marketing planning and organization, together with knowledge sharing (knowledge transfer), which represent complicated issues and worthy topics. In a firm, the term ‘organization’ is often considered a mere synonymous of duty and business assigned to the workers.This view has then generated a “hermetical compartment approach” in corporate management, without energizing strategies, ideas or information sharing. A wider angle and interesting view (of organisational concept) allows the integration of not only operational but also strategic dimensions. Process thinking means to consider the company as an integrated system of knowledge, competencies (at any structural level), considering (corporate) actions cohesive and coordinated towards a common business goal. A basic hypothesis of this paper relies on the consideration that the organizational structure doesn’t take care of the knowledge impact and the information transfer on corporate performance. The objective of the present paper is therefore a company rethinking according to a logic of efficiency and optimisation of its organisational structure. The authors will take inspiration from the sailing world, in which strategies for sharing value and information melt in group dynamics considered effective and efficient means able to yield higher performance and exiting individualistic logics.