This research applies the concepts of knowledge management and creation to marketing and develops a conceptual framework of knowledge-based marketing. The essential processes of marketing knowledge co-creation with the main actors in the business ecosystem of global firms– customers, suppliers, competitors, business partners – are analyzed. Special attention is drawn to the peculiarities of Japanese firms and their way of knowledge creation and management. Case studies of Toyota, Mazda and Maekawa serve as illustrative examples of companies consciously practicing knowledge-based approaches to marketing.
Short CV: Florian Kohlbacher holds both a master’s and a doctoral degree from the Vienna University of Economics and Business Administration. Currently, he is a visiting researcher at the Graduate School of Commerce and Management and the Graduate School of International Corporate Strategy at Hitotsubashi University. His doctoral dissertation on knowledge-based marketing will be published by Palgrave Macmillan in 2007.