Creating Competitive Intellectual Capital: The Henkel Case
Hans-Willi Schroiff International Market Research, Henkel, Germany.
INTRODUCTION
Let me ask you one crucial question first: How many of you are working in a company where less than 30% of the revenues are coming from your domestic market and the rest is coming from all over the world?
The reason why I am asking this question is quite obvious. Those of you who predominantly gain profits from the huge domestic market - e.g. as in the United States - might find some parts of my paper puzzling. Why should you want to...