Incite To Action: Encouraging Effective Utilization of Shopper Insights in a Global Context

Stephanie Grootenhuis
Kraft Foods International, Switzerland

Bernhard Treiber
4Dshopper, Germany

INTRODUCTION: SO MUCH KNOWLEDGE, SO MANY COUNTRIES – SO LITTLE TIME

The current profound changes in the world's competitive environment provide a unique opportunity to examine how organizational globalization affects knowledge transfer and organizational learning. Every foreign subsidiary inherently provides geographically unique knowledge that allows a multinational company to explore opportunities that exist in local resources as well as to transfer best practices between its geographically dispersed and diverse units. Global organizational learning and knowledge transfer is the key method of achieving competitive advantages arising from exploitation of existing economies of scale, scope, experience, and location.