Managing Knowledge and Information in the Process of Customer Needs Identification

The paper presents the role of managing knowledge and information in the process of customer needs identification. In conditions of knowledge economy knowledge and information determines competitive advantage, where knowledge on consumer and their requirements and needs is key. Findings conducted in 2011 by authors indicate that from 8 principles of the quality management expressed in ISO 10014 the most correlated with the subjective evaluation of examined economic performance of the organizations is the one with involvement of people.