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In the rapidly changing and globalizing business environment of today it is more and more difficult to attain sustainable competitive advantage based on products and technologies. Therefore, many firms look for the advantage by nurturing customer relationships and generating customer knowledge that is difficult for competitors to copy and imitate. Scholars representing the emerging Customer Knowledge Management (CKM) stream of research argue that access to knowledge residing in the mind of the customer, in particular, may be of great value for firms in their attempts to enhance customer relationships and to differentiate themselves from their competitors.
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