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

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  • Florian Kohlbacher

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.

Suggested Citation

  • Florian Kohlbacher, 2008. "Knowledge-based marketing: building and sustaining competitive advantage through knowledge co-creation," International Journal of Management and Decision Making, Inderscience Enterprises Ltd, vol. 9(6), pages 617-645.
    • Handle: RePEc:ids:ijmdma:v:9:y:2008:i:6:p:617-645
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    Cited by:

    1. Ionuţ Magdalena & Andreea Mocanu, 2020. "Transfer of Marketing Knowledge in SMEs," Book chapters-LUMEN Proceedings, in: Marcin Waldemar STANIEWSKI & Valentina VASILE & Adriana Grigorescu (ed.), International Conference Innovative Business Management & Global Entrepreneurship (IBMAGE 2020), edition 1, volume 14, chapter 14, pages 187-204, Editura Lumen.
    2. P Ponraj & T P Ramprasad, 2021. "A Study on Significance of Competence of Services Provider in Knowledge- Based Service Marketing," ComFin Research, Shanlax Journals, vol. 9(3), pages 7-10, July.
    3. Wensley, Anthony K.P. & Navarro, Juan Gabriel Cegarra, 2015. "Overcoming knowledge loss through the utilization of an unlearning context," Journal of Business Research, Elsevier, vol. 68(7), pages 1563-1569.

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