Incite To Action: Encouraging Effective Utilization of Shopper Insights in a Global Context
Stephanie GrootenhuisKraft Foods International, Switzerland
Bernhard Treiber4Dshopper, 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...