Creating competitive intellectual capital. The Henkel case

As organizations evolve from multi-domestic to transnational, they need to develop new ways of obtaining, sharing, and acting upon marketing information.

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...

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