How emotional attachment and knowledge sharing in Korean companies results in a co-owned “integrated” marketing strategy

Purpose Grounded in network theory and human interaction, this paper aims to focus on how emotional attachment facilitates the knowledge sharing process so that mutually beneficial relationships are developed and result in knowledge conversion resulting in a co-owned “integrated” marketing strategy. Design/methodology/approach Four propositions were developed from the literature review and tested through data collection involving an open-ended questionnaire completed by 15 senior B2B marketing managers based in three international South Korean companies. The data were analyzed using the open coding, axial coding and selective coding method. Findings The findings suggest that there are four different types of ties such as (1) relational ties, (2) mindset ties, (3) resource ties and (4) relational resource ties, which are interconnected and work differently in terms of senior B2B marketing managers building and developing a co-owned “integrated” marketing strategy. Business relational attributes interact with relational resource ties and influence the knowledge conversion process. Different types of ties work as a catalyst for activating interaction and reducing mentally induced boundaries, thus enhancing learning that improves the resource capability of the organization. Research limitations/implications Only three international South Korean companies participated in the study, and it was not possible to obtain data from staff in partner/supplier organizations. Practical implications A hybrid organizational culture that nurtures a similar attitude among staff in relation to sharing knowledge and remaining open minded in terms of learning different views from different management groups. This will enhance unification of an organizational culture and allow staff to adopt a flexible governance mechanism that ensures that company policy is adhered to. Originality/value This paper explains how the process of developing emotional attachment between actors invigorates sense-making and enhances the quality of interaction between partner organizations, which occurs through four types of ties. These ties support the mechanisms and processes that contribute to positive interaction within partner organizations.