Pixel International Conferences

How is knowledge socialized in a collaborative project on marketing and international business among public universities? This question leads this research, from the perspective of knowledge management, addressing the knowledge spiral proposed by Nonaka and Takeuchi (1995), who argue that knowledge is created and changing, through four phases: socialization, externalization, combination and internalization. During the five months from August to December of 2013, there were nine collaborative projects managed jointly by Facultad de Contaduría y Administration of the Universidad Autónoma de Querétaro (Mexico) and the Departamento de Ciencias Económico-Administrativas del Instituto Tecnológico de Querétaro (Mexico). First, there were team workshops combining students from both institutions. Each team was given the task of obtaining a company in which to put forward proposals for improvement and if possible to directly apply their knowledge in the daily operations of the companies, with the aim of involving employers. The activities are supported by a theoretical-methodological construct, through which a reciprocal influence between the members of each team is induced. The team shared ideas and expertise of marketing and international business. The involvement of the entrepreneur, the third element, is very important to achieve triangulation of the collaborative project. We present a case study of “La Sabina” Pewter manufacturer and marketer which produces various articles as: flower pots, ashtrays, crucifixes, among other products. The research employs qualitative method, using the strategies of case study, interviews and non-participant observation as the main data collection techniques. Evidence from the research showed the importance of collaborative work in the process of knowledge management because it presents the exchange and development of knowledge in a small peer group, forming a small network of knowledge acquisition, with the active participation of the employer, successfully achieving academic goals. The results were presented at the end of the semester before a jury of teachers teaching outside the subject. Who enjoyed the presentation of this collaborative project. Some of the activities that took place during the semester and which showed concrete results include: philosophy of the company, such as the mission, vision and values; although, the slogan was also contributed, the market research of Dominican Republic, the company owner was told about the activities and requirements to make possible the export product and was define some suggestions to keep growing at Dominican Republic market, which are: at the beginning the product will be exhibit in a store, and after to get the expected success, set up an exclusive pewter store, beginning retail selling and in a future commercialize the product through branches around the country becoming into the wholesale selling.