International Marketing in the Network Economy: A Knowledge-Based Approach
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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.
作者簡介
FLORIAN KOHLBACHER is a visiting researcher at the Graduate School of International Corporate Strategy, Hitotsubashi University, Japan. Before, he was a Visiting Researcher at Hitotsubashi University, Tokyo, for two years, during which he conducted the research that led to this book.
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