Managing knowledge and going global at FragraAroma

Purpose - The purpose of this paper is to help students understand how companies combine and leverage their existing knowledge capabilities in order to build strategic advantage for the company. The case also throws some light on the opportunities and challenges faced by SME's of emerging marke...

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Bibliographic Details
Published in:Management decision 2014-01, Vol.52 (9), p.1630-1648
Main Authors: Gupta, Nakul, P. Jaiswal, Mahadeo, Pardasani, Rupali
Format: Article
Language:English
Subjects:
Brand names
Cosmetics industry
Industry profiles
Manufacturing
Marketing
Organizational behavior
Perfumes
Stockholders
Studies
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Summary:Purpose - The purpose of this paper is to help students understand how companies combine and leverage their existing knowledge capabilities in order to build strategic advantage for the company. The case also throws some light on the opportunities and challenges faced by SME's of emerging markets in going international in turbulent macroeconomic scenarios. Design/methodology/approach - The case has been written for the purpose of teaching and class discussion. Interviews with protagonist provided the primary data and published reports and archives of the company provided the secondary data for the case. Findings - After the class discussion, students will be able to figure out how SME's can best leverage their existing knowledge base, efficiently manage that knowledge base and accurately assess the impact of these knowledge management activities for international expansion. Originality/value - This is among the first few cases in the area of knowledge management from the perspective of SME's in emerging markets in the fragrance and other allied industries.
ISSN:0025-1747
1758-6070
DOI:10.1108/MD-11-2013-0570