International Marketing in the Network Economy

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.

Publication Year: 2007
Imprint: Palgrave Macmillan UK
Format: P
Weight (Gram): 355