Knowledge‐based marketing: building and sustaining competitive advantage through knowledge co‐creation

This paper takes a marketing perspective of knowledge management and introduces the concepts of marketing knowledge and knowledge‐based marketing based on a review and evaluation of the extant literature. A conceptual framework of knowledge‐based marketing is developed and the essential processes of marketing knowledge co‐creation with the main actors in the business ecosystem of global firms are analysed. Traditional marketing approaches have focused overly on explicit knowledge and neglected the important role of tacit knowledge, specifically in international (cross‐cultural) settings. This paper aims to adjust this imbalance in the extant literature, and makes a call for a new knowledge‐based marketing paradigm.