Abstract

Knowledge utilization to achieve competitive advantage is not only a source of creating critical success factors but nurturing core competencies as well. In order to stay, competitive organizations have to be fully aware of customer preference, trends and changing needs. This flexibility of any organization can help attain competitive advantage by adapting to changing environment and maintaining it. The real life example of marketing strategy by sportswear giants Adidas and Nike show how effective knowledge management can help achieve organization goals.

Key word: Knowledge management, competitive advantage, customer preference, flexibility, strategy, PICS model, world cup 2010.