International knowledge marketing: marketing strategies to build up a good international reputation and create sustainable competitive advantages (sample of a StartUp insurance company)

Both fields of research, international knowledge marketing and management of good reputation of the company are becoming significantly important in the science community. Both topics have been just fragmentary worked on. The main object of my doctoral thesis is to gain additional qualitive and innovative information in these research fields. Therefore one goal of the doctoral thesis is, to evaluate the current "state of the art". In addition, it is important to analyze existing deficits or vacancies in the searching fields. Furthermore the dissertation will help to develop or point out fundamental instruments and methods of selling the organisation's resource of knowledge (for example consulting competence in the insurance industry) without loosing strategic knowledge elements to customers or competitors. Hence the central research question is: How do knowledge intensive organizations exploit their "Know-How" on the knowledge market and how do these organizations protect this "Know-How" for sustainable long-term development? The management of brand image and reputation in organizations plays an important role for this subject. Therefore another research question is predestined to follow: How do you strategically build up the reputation of an organization and which strategies of exploiting reputation as competitive advantage can organizations use to obtain in the international business rivalry? Many different criteria of knowledge goods or services are relevant for this, for example the simplified ability of copying artificial knowledge goods or the construction and servicing of a sustainable customer base for reputation development. The usage of marketing strategies, especially in the insurance industry shall give neat solutions to generate, to improve and to protect the reputation and knowledge goods of organizations. For this purpose, implemented strategies of the Liechtenstein Life AG will be analyzed and evaluated, for example strategies of entering new markets.