Authors: Florian Kohlbacher
Addresses: German Institute for Japanese Studies, Jochi Kioizaka Bldg. 2F, 7-1 Kioicho, Chiyoda-ku, Tokyo 102-0094, Japan
Abstract: This paper develops and presents the concept of strategic knowledge-based marketing in an effort to explain the role of knowledge in marketing and marketing strategy and the process of marketing knowledge (co-)creation and management. The purpose is to provide both academics and practitioners with a framework for understanding and analysing knowledge-based processes in marketing from a strategic perspective and learn how these can be leveraged to gain and sustain competitive advantage.
Keywords: knowledge-based marketing; knowledge creation; knowledge management; multinational companies; MNCs; strategic management; strategy.
International Journal of Knowledge Management Studies, 2009 Vol.3 No.1/2, pp.154 - 175
Published online: 24 Feb 2009 *Full-text access for editors Access for subscribers Purchase this article Comment on this article