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

Florian Kohlbacher

Anno: 2007
Rilegatura: Hardback
Pagine: 254 p.
Testo in English
Dimensioni: 216 x 140 mm
Peso: 475 gr.
  • EAN: 9780230515703
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Descrizione

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.