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Search results for: INTANGIBLE ASSETS
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Do global brands contribute to the economy of their country of origin? A dynamic spatial approach
PublicationPurpose - Brand positioning based on the brand’s country of origin is at the centre of attention in international marketing. It is evident that global brands constitute critical intangible assets for businesses and places. However, it is not clear how they contribute to national economies. This paper aims to discuss the significance of brands as contributing to the value of their companies but also helping to leverage national...
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KM Challenges in Small KIBS Companies: Multi-case Analysis in Two Countries
PublicationKnowledge Intensive Business Services (KIBS) – i.e. companies like e.g. computer services, consulting, engineering, business communication, and R&D support - are key players in the modern economies. They stimulate the innovativeness of businesses and societies. Their competitiveness is based on knowledge, which is their key production factor and also the kind of “goods” they sell. The large majority of KIBS companies have a small...
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Technology brands in the digitally-based and network economy. Setting the background
PublicationThis chapter defines and draws a general picture on Digital Technologies and Technology Brands’ meaning in the current economy. It contextualises the role and channels of digital technology’s impact on their shaping technology brands in network economy. It briefly explains why digital, innovative technologies constitute a perfect background and environment for technology brands of global scope. It discusses the place of technology...