International Marketing in the Network Economy : A Knowledge-Based Approach
ISBN: 9780230288362
Platform/Publisher: Ebook Central / Palgrave Macmillan UK
Digital rights: Users: Unlimited; Printing: Limited; Download: 7 Days at a Time
Subjects: Business/ Management;

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.

FLORIAN KOHLBACHER is a Research Fellow at the German Institute for Japanese Studies in Tokyo. 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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