International marketing in the network economy: a knowledge-based approach
Auteur :
Kohlbacher, F.
Éditeur :
Palgrave Macmillan
ISBN :
9781349354085
Date de publication :
23 oct. 2007
Dimensions :
21,6 x 14,0 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.