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Tracing Marketing Knowledge Transfers in Multinational Corporations - Evidence from Japan

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Tracing Marketing Knowledge Transfers in Multinational Corporations - Evidence from Japan
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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.

Atributos LU

TítuloTracing Marketing Knowledge Transfers in Multinational Corporations - Evidence from Japan
SubtítuloA NVivo8-aided qualitative study
AutorJeannette Wilhelmy
TipoeBook
ISXN9783828857810
Año de Edición2014
Núm. Páginas474
Peso (Físico)0
IdiomaInglés
Tamaño Archivo (Virtual)5.65
Formato Electrónico (Virtual)PDF
DRM (Virtual)

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