International Marketing in the Network Economy: A Knowledge-based Approach Book + PRICE WATCH * Amazon pricing is not included in price watch

International Marketing in the Network Economy: A Knowledge-based Approach Book

International Marketing in the Network Economy : Hardback : Palgrave Macmillan : 9780230515703 : 0230515703 : 10 Dec 2007 : The capability of MNCs to create, transfer and combine knowledge from different locations is an important determinant of corporate success. This book uses examples of knowledge-based firms - Hewlett-Packard Consulting & Integration, Siemens, Mazda, and Maekawa - to show that knowledge-based marketing is key to a sustainable competitive advantage.Read More

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  • Product Description

    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.

  • 0230515703
  • 9780230515703
  • Kohlbacher F
  • 12 October 2007
  • Palgrave
  • Hardcover (Book)
  • 272
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