Business: Theory and Practice / Verslas: Teorija ir Praktika, Vol 12, No 4 (2011)

Knowledge and Its Creation – the Case of Introducing Product to the Market

Jakub Soviar
Anna Závodská


This paper deals with a marketing strategy of product Pregnium® of Walmark Company from the view of knowledge creation and knowledge sharing for successful introducing of product to the market. Product is a nutritional supplement which is intended for pregnant women. This paper is divided into the following main chapters: First chapter deals with knowledge management of main relevant definitions and resources. Second chapter deals with characteristics of market and product. Third chapter shows a research method and main results. Fourth chapter, the discussion, shows the main points of created marketing strategy. The last chapter is intended as a conclusion in terms of knowledge use by creating the given marketing strategy.

Article in: English

Article published: 2011-12-15

Keyword(s): knowledge management; marketing strategy; nutritional supplements market; Walmark corp.; Pregnium®

DOI: 10.3846/btp.2011.37

Full Text: PDF pdf

Business: Theory and Practice / Verslas: Teorija ir Praktika ISSN 1648-0627, eISSN 1822-4202
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 License.