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\def\WIPO{World Intellectual Property Organisation}
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Intellectual property management : the role of technology-brands in the appropriation of technological innovation / Klaus Jennewein.
2005
G 191 JEN.I
Available at WIPO Library
Items
Details
Title
Intellectual property management : the role of technology-brands in the appropriation of technological innovation / Klaus Jennewein.
Description
xviii, 404 pages ; [28] cm.
ISBN
3790802808
9783790802801 paperback
3790815993 electronic book
9783790815993 electronic book
6610263949
9786610263943
9783790802801 paperback
3790815993 electronic book
9783790815993 electronic book
6610263949
9786610263943
Alternate Call Number
G 191 JEN.I
Summary
"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."--Jacket.
Formatted Contents Note
The New Era of Intangible Assets; Case Studies on the Appropriation of Intellectual Assets; Intangible Assets: Characteristics, Generation & Protection; Strategic Management of Intangible Assets; Econometric Analysis; General Summary and Conclusion.
Series
Series
Contributions to management science,.
Published
Heidelberg : Physica-Verlag, 2005.
Language
English
Record Appears in
Review
"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."--Jacket.