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Deutsches Institut für Japanstudien


Deutsches Institut für Japanstudien
Jochi Kioizaka Bldg. 2F
7-1 Kioicho, Chiyoda-ku
Tokyo 102-0094, Japan
Tel: 03 – 3222 5198, Fax: 03 – 3222 5420



The presentation will be given in English. The DIJ Business & Economics Study Group is intended as a forum for young scholars and Ph.D. candidates in the field of Business and Economics Studies. Everybody is welcome to attend, but kindly asked to register with

Marketing Knowledge Management – The Example of German Companies in Japan

4. Februar 2008 / 18:30

Jeannette Wilhelmy, PhD Candidate, University of Marburg

Much research on knowledge management has focused on the research and development departments of companies. However, despite the fact that marketing departments deal with great amounts of information and knowledge, research on marketing knowledge and its management is still scarce.

The present study focuses on marketing knowledge management in the Japanese market, which often has been identified as a special case for marketers. Indeed, some researchers have argued that Japanese companies emphasize relationships more than their Western counterparts and those scholars have also pointed out their systematic search for and use of customer information and knowledge.

In this presentation I will try to combine the two concepts of marketing knowledge management and the Japanese marketing style. By exploring marketing knowledge transfer processes of MNCs in Japan, I aim to derive structures for effective marketing knowledge management taking into consideration typical Japanese techniques. First insights from interviews held in January and February 2008 in Japan will be presented to the Study Group.