International Marketing in the Network Economy: A Knowledge-Based Approach
Florian Kohlbacher
Scholars and practitioners around the globe have identified the capability of MNCs to create and efficiently transfer and combine knowledge from different locations worldwide as an increasingly important determinant of competitive advantage, corporate success and survival. Traditional marketing approaches have overly focused on explicit knowledge and neglected the important role of tacit knowledge, specifically in international, cross-cultural settings. This book draws on real-life examples of knowledge-based firms - Hewlett-Packard Consulting & Integration, Schindler, Siemens, Toyota, Mazda, and Maekawa - to reveal that knowledge-based marketing is key to obtaining a sustainable competitive advantage.
年:
2007
版本:
First Edition
出版商:
Palgrave Macmillan
語言:
english
頁數:
275
ISBN 10:
0230515703
ISBN 13:
9780230515703
文件:
PDF, 1.93 MB
IPFS:
,
english, 2007
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