Strategic Implications of Knowledge as an Asset. A conceptual framework is presented for the valuation of information in a marketing context, and several propositions are presented in relation to the effect of increasing information intensity on marketing strategy and organizational structure. The traditional notions of market attractiveness may no longer be appropriate. The traditional choices between strategic options may no longer be meaningful.
Competitive advantage is achieved through managing a firm's set of exchanges or relations.
Organizational structures and information-processing styles are changing to adapt to the new strategies and reflect the concurrent breakdown of the boundaries among a firm's departments and between the firm and the outside world.