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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.
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.
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.