This case study examines the Swiss manufacturer Schindler and its knowledge-based marketing activities in Japan and Asia. When expanding into Asia, Schindler successfully developed a knowledge based international marketing strategy that fused company explicit knowledge (on products, technology and competition) with local tacit knowledge, to ensure the business approach was naturally market-specific.
Holden, N. (2019, January 31). Schindler: applying knowledge-based marketing in Japan [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved February 17, 2019, from https://hstalks.com/bm/3884/.