Contributions to Management Science

Intellectual Property Management

The Role of Technology-Brands in the Appropriation of Technological Innovation

Authors: Jennewein, Klaus

Free Preview

Buy this book

eBook $119.00
price for USA in USD (gross)
  • ISBN 978-3-7908-1599-3
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $159.99
price for USA in USD
  • ISBN 978-3-7908-0280-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

Table of contents (6 chapters)

Table of contents (6 chapters)

Buy this book

eBook $119.00
price for USA in USD (gross)
  • ISBN 978-3-7908-1599-3
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $159.99
price for USA in USD
  • ISBN 978-3-7908-0280-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Loading...

Recommended for you

Loading...

Bibliographic Information

Bibliographic Information
Book Title
Intellectual Property Management
Book Subtitle
The Role of Technology-Brands in the Appropriation of Technological Innovation
Authors
Series Title
Contributions to Management Science
Copyright
2005
Publisher
Physica-Verlag Heidelberg
Copyright Holder
Physica-Verlag Heidelberg
eBook ISBN
978-3-7908-1599-3
DOI
10.1007/b137956
Softcover ISBN
978-3-7908-0280-1
Series ISSN
1431-1941
Edition Number
1
Number of Pages
XVIII, 404
Number of Illustrations
62 b/w illustrations
Topics