International Marketing in the Network Economy (Book)
Kohlbacher Florian
Release Date: 23 Dec 2007
Format: Hardback
ISBN: 9780230515703
ISBN-10: 0230515703
Scholars and practitioners around the globe have identified the capability of MNCs to create and efficiently transfer and combine knowledge from different locations worldwide as an increasingly important determinant of competitive advantage, corporate success and survival. Traditional marketing approaches have overly focused on explicit knowledge and neglected the important role of tacit knowledge, specifically in international, cross-cultural settings. This book draws on real-life examples of knowledge-based firms to reveal that knowledge-based marketing is key to obtaining a sustainable competitive advantage.
USD $125.79
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