Economics at your fingertips  

Knowledge-based marketing: building and sustaining competitive advantage through knowledge co-creation

Florian Kohlbacher

International Journal of Management and Decision Making, 2008, vol. 9, issue 6, 617-645

Abstract: This paper takes a marketing perspective of knowledge management and introduces the concepts of marketing knowledge and knowledge-based marketing based on a review and evaluation of the extant literature. A conceptual framework of knowledge-based marketing is developed and the essential processes of marketing knowledge co-creation with the main actors in the business ecosystem of global firms are analysed. Traditional marketing approaches have focused overly on explicit knowledge and neglected the important role of tacit knowledge, specifically in international (cross-cultural) settings. This paper aims to adjust this imbalance in the extant literature, and makes a call for a new knowledge-based marketing paradigm.

Keywords: CKM; customer knowledge management; knowledge-based marketing; knowledge creation; KM; knowledge management; knowledge co-creation; multinational corporations; MNCs; tacit knowledge. (search for similar items in EconPapers)
Date: 2008
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link) (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

More articles in International Journal of Management and Decision Making from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Carmel O'Grady (). This e-mail address is bad, please contact .

Page updated 2020-05-29
Handle: RePEc:ids:ijmdma:v:9:y:2008:i:6:p:617-645