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Schindler: applying knowledge-based marketing in Japan

Published on January 31, 2019 Originally recorded 2009   4 min
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Knowledge-based marketing is a knowledge management approach to marketing that focuses on the exploitation, that means sharing and application and exploration or possibly creation of explicit and tacit marketing knowledge, from contexts and interactions in order to gain and sustain competitive advantage.
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Now, we turn to the Swiss manufacturer, Schindler and we talk about some of its knowledge- based marketing activities in Japan and Asia. Now, Schindler Lifts and Escalators limited is the world's largest manufacture of escalators and moving walks, and the world's number two company for elevators. Schindler today, is a global company employing nearly 44,000 people with an operating revenue of more than $8.9 billion in the year 2006.
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In the case of Japan, Schindler faced a particular challenge as follows. As of 2002, Schindler was aware of major competitive disadvantages in Japan to do with two main factors. First, the very tough Japanese regulations about safety and earthquake risk and secondly, the matter of Japanese vanity. The Japanese wanted to feel that Schindler developed and marketed products solely for Japan. So the problem was how to market to Japan products which are also designed for other Asian countries.
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Schindler: applying knowledge-based marketing in Japan

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