TITLE

Encourage sharing of local practices

AUTHOR(S)
Czinkota, Michael R.; Schrader, Marc Falco
PUB. DATE
December 2010
SOURCE
Marketing Management;Dec2010/Jan2011, Vol. 19 Issue 4, p16
SOURCE TYPE
Periodical
DOC. TYPE
Opinion
ABSTRACT
In this article, the authors reflect on the importance of sharing local marketing knowledge globally. According to them, global firms need to maintain an understanding and inventory of the trends in a country and its regional operations. They maintain that firms require dedicated individuals who continuously collect information and serve as knowledge hubs. They also assert that the digitization of information and possibilities of electronic communication facilitated global knowledge sharing.
ACCESSION #
63643711

 

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