Partial KM Roadmap Implementation in a Garment Industry Marketing Division

Abstract

The purpose of this research is to overcome the challenges of unstructured information flow, lack of systematic documentation, and limited knowledge sharing in the marketing division of AG Apparel through partial implementation of the Knowledge Management Roadmap. Using a qualitative case study method, this research applies the initial stage of Tiwana's 10-step KM roadmap combined with enterprise knowledge infrastructure principles and the SECI model to design the conceptual framework and modelling of the Knowledge Management System (KMS). The research findings show that the proposed model has the potential to improve the efficiency of information retrieval, enable more systematic knowledge documentation, and strengthen collaboration between marketing personnel. This study shows that a contextually tailored KM framework can improve knowledge-based decision-making, drive innovation, and support the formulation of more adaptive marketing strategies in the garment industry. This study concludes that by producing a conceptual KMS model that is still at the design stage, it can offer a structured yet flexible foundation for further empirical implementation and become a reference for similar labour-intensive industries