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Abstract
The aim of the article is to identify and assess the role of knowledge management at the Tiger brand in the context of crisis situations. The study employs a case study method, based on secondary data, analysis of marketing activities, and available press materials and industry reports. The theoretical section discusses key concepts of knowledge management, including various knowledge management models and their links to creating competitive advantage in the market. The analysis of the Tiger brand case demonstrates how the organization leverages market, consumer, and operational knowledge in innovation processes, communication, and crisis management. Particular attention is given to methods of knowledge transfer and processing within the organization, as well as the brand’s capacity for learning and adaptation in a dynamic market environment. The results indicate that effective knowledge management is a significant factor influencing the brand’s innovativeness, resilience, and competitive position. The conclusions presented may serve as a reference point for other FMCG industry entities interested in the strategic use of knowledge in brand development.
References
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