International Marketing in the Network Economy: A Knowledge-Based Approach (Hardback)Florian Kohlbacher
Hardback Published: 23/10/2007
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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.
Publisher: Palgrave Macmillan