Knowledge-based Marketing: Results and Conclusion

Abstract

As mentioned in Chapter 5.1, the case studies presented as vivid examples are not necessarily best practices, but rather explanatory practices, maybe also offering a first glimpse of ‘next practices’ (Prahalad and Ramaswamy, 2004a) that show how some global leading companies are on their way to successfully implementing and leveraging knowledge-based marketing for competitive advantage. This book has set out to explore current — and next — practices and historic circumstances of knowledge-based marketing through empirical research — expert interviews and participant observation — discussion and interaction with both scholars and practitioners, as well as a review and analysis of the relevant literature. Through action research, by developing a theoretical framework for knowledge-based marketing, and by explaining practical managerial implications, it aims to contribute to both marketing theory and practice.