The successful implementation of knowledge management (KM) in a company enables the processing, interpretation and use of information about market trends and directions. Orientation in the market using KM may also lead to a competitive advantage and enhance the market position of a company. Knowledge remains one of the main resources creating a company's competitive advantage because it is valuable, rare, and difficult to imitate. The ability to manage knowledge is a core competency of an organization as it facilitates the use of various resources and forms the foundation of a business model for success and profitability. The company must be market-oriented, which means the company should not only create, acquire, share, and use knowledge and avoid knowledge loss, but also do it taking into account the requirements of customers, market opportunities and threats, rival's actions, and so on. Knowledge can enhance the ability of a company to understand the market and to anticipate changes and trends, leading companies to a better market position. To make marketing decisions, the company receives information about customers from the retailers, consumer knowledge from market research, and market knowledge from third parties. Using these three sources, a company may create an appropriate image and take a better market position. This study explores the relationship between knowledge management and market position and provides a framework of interaction between the company and customer to obtain meaningful knowledge. The sample used in the research is made up of companies that achieved higher revenue in 2020 (based on the ranking list of Fortune 500 global corporations). We highlight different approaches from the most profitable companies on how to strengthen market position through knowledge management, especially through customer knowledge.
