International Marketing in the Network Economy: A Knowledge-Based Approach

Kohlbacher, F.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2007-10-23

Format: Hardcover

ISBN-13: 9780230515703

DOI: 10.1057/9780230288362

Dimensions: 216cm x140cm

Pages: 254