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Intellectual Property Management: The Role of Technology-Brands in the Appropriation of Technological Innovation (Contributions to Management Science) [Paperback]

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Item description for Intellectual Property Management: The Role of Technology-Brands in the Appropriation of Technological Innovation (Contributions to Management Science) by Klaus Jennewein...

The book investigates the interplay of brand equity and technological assets at the corporate level. In a grounded theory approach it develops a model of how companies in technology intensive industries can improve the appropriation of the returns of their intangible technological assets with the help of brand equity and thus improve their competitiveness. The theoretical discussions are supported by two extensive case studies on Bayer Aspirin and Cisco Systems as well as an extensive econometric analysis. The developed model points out how the strategic relevance of immaterial technological assets and brand equity develop along the technology-life-cycle and indicates how companies can, by an integrated technology and brand equity management, appropriate the returns of their initial technological advantage in the long-run. The implications of the findings for business companies as well as researchers are clearly revealed.





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Item Specifications...


Pages   404
Est. Packaging Dimensions:   Length: 9.21" Width: 5.91" Height: 0.94"
Weight:   1.37 lbs.
Binding  Softcover
Release Date   Oct 15, 2004
Publisher   Physica-Verlag Heidelberg
ISBN  3790802808  
ISBN13  9783790802801  


Availability  75 units.
Availability accurate as of Jan 24, 2017 11:04.
Usually ships within one to two business days from La Vergne, TN.
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Product Categories

1Books > Special Features > New & Used Textbooks > Business & Finance > Economics
2Books > Subjects > Business & Investing > Economics > General
3Books > Subjects > Business & Investing > Economics
4Books > Subjects > Business & Investing > General
5Books > Subjects > Business & Investing > Management & Leadership > Management Science
6Books > Subjects > Business & Investing > Management & Leadership > Management
7Books > Subjects > Law > Intellectual Property > General



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