Title: International Marketing in the Network Economy: A Knowledge-Based Approach
Publisher: MacMillan
Publication Date: 2007
Language: English
ISBN 10: 1349354082
ISBN 13: 9781349354085
Binding: Soft cover
Condition: New

About this title

Synopsis

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.

About the Author

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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