Tracing Marketing Knowledge Transfers in Multinational Corporations - Evidence from Japan

A NVivo8-aided qualitative study
1. Auflage 2012
ISBN: 978-3-8288-2999-2
Verlag: Tectum

Buch, Englisch, 474 Seiten, gebunden, Format (B × H): 148 mm x 210 mm, Gewicht: 772 g

The importance of knowledge for multinational corporations is indisputable. While the business functions of research, development and production have been studied intensely for knowledge transfers, marketing has not been in the focus of knowledge management research. Jeannette Wilhelmy targets this research gap with a qualitative study on marketing knowledge transfers in multinational corporations in Japan. The qualitative data set is analyzed with NVivo8 qualitative research software. The author combines Kohlbacher’s marketing knowledge concept with the characteristics of Japanese knowledge management and marketing, analyzing the backgrounds and relationships which influence marketing knowledge transfers in MNCs.

Autoren/Hrsg.

Wilhelmy, Jeannette

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Multinationale Unternehmen
• Wirtschaftswissenschaften Betriebswirtschaft Management Wissensmanagement