International Marketing in the Network Economy: A Knowledge-Based Approach
Florian Kohlbacher
274 pages, Hardcover
ISBN: 0230515703
ISBN13:
Language: English
Publish: October 23, 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.