International marketing in the network economy : a knowledge-based approach
著者
書誌事項
International marketing in the network economy : a knowledge-based approach
Palgrave Macmillan, 2007
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注記
Includes bibliographical references and index
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内容説明・目次
内容説明
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.
目次
- Foreword
- Ikujiro Nonaka Preface Introduction Aims of the Book and Research Questions Theoretical Framework: The Knowledge-Based View of the Firm Knowledge-Based Management and Organizational Learning in Marketing The Case Studies Knowledge-Based Marketing: Results and Conclusion Afterword
- Charles M. Savage Appendix: Research Methodology and Empirical Research
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