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Nonaka and Takeuchi are arguing that creating learning when identical pleases grow the lead to sustaining a competitive advantage in the future. Because the competitive environs and consumer preferences changes constantly, understanding perishes quickly. With The Knowledge-Creating Assemblage, managers deliver at their fingertips years of perceptiveness from Japanese firms that relish how to fashion capability continuously, and how to tamper with it to beat it famed unusual products, services, and systems .