| Description |
xx, 254 pages : illustrations ; 23 cm |
| Contents |
1. Introduction -- 2. Aims of the Book and Research Questions -- 3. Theoretical Framework: the Knowledge-based View of the Firm -- 4. Knowledge-based Management and Organizational Learning in Marketing -- 5. Case Studies -- 6. Knowledge-based Marketing: Results and Conclusion |
| Summary |
"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 films - Hewlett-Packard Consulting & Integration, Schindler, Siemens, Toyota, Mazda, and Maekawa - to reveal that knowledge-based marketing is key to obtaining a sustainable competitive advantage."--BOOK JACKET |
| Notes |
Formerly CIP. Uk |
| Bibliography |
Includes bibliographical references (pages 215-250) and index |
| Subject |
Diffusion of innovations.
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Export marketing.
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International business enterprises -- Management.
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Knowledge management.
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Technology transfer.
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| LC no. |
2007023305 |
| ISBN |
0230515703 (alk. paper) |
|
9780230515703 (alk. paper) |
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