International Marketing in the Network Economy
ISBN:
9781349354085
Auflage:
1st ed. 2007
Verlag:
Palgrave Macmillan UK
Land des Verlags:
Vereinigtes Königreich
Erscheinungsdatum:
23.10.2007
Format:
Softcover
Seitenanzahl:
254
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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.
Biografische Anmerkung
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.
