Since 2014
Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple
Journal of Technology Management & Innovation
View Archive Info| Field | Value | |
| Title |
Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple
|
|
| Creator |
Gehani, Ray R.
|
|
| Subject |
Corporate brand value; dynamic innovative capabilities; competitive advantage; brand equity; hyper-competitive industries;
|
|
| Description |
Corporate brand value, a key corporate asset, has traditionally relied on stakeholder interactions, heritage, and corporate identity. In dynamic fast clock-speed industries (information technology and consumer electronics), we note that brand values change dramatically within a few years based on their innovativeness. Using grounded theory approach and multi-case study method we examine how Apple, Samsung, Toyota, and Coca-Cola sustained their most valuable global brands while Kodak and General Motors eroded the same. Certain key dynamic innovative capabilities are identified as best practices. We conclude with implications for managers and future researchers, along with some limitations.
|
|
| Publisher |
Facultad de EconomÃa y Negocios, Universidad Alberto Hurtado
|
|
| Contributor |
—
|
|
| Date |
2016-10-11
|
|
| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion ArtÃculo revisado por pares |
|
| Format |
application/pdf
|
|
| Identifier |
http://www.jotmi.org/index.php/GT/article/view/2093
10.4067/S0718-27242016000300002 |
|
| Source |
Journal of Technology Management & Innovation; Vol 11, No 3 (2016); 11-20
Journal of Technology Management & Innovation; Vol 11, No 3 (2016); 11-20 0718-2724 |
|
| Language |
eng
|
|
| Relation |
http://www.jotmi.org/index.php/GT/article/view/2093/1034
|
|
| Rights |
Copyright (c) 2016 Journal of Technology Management & Innovation
http://creativecommons.org/licenses/by/4.0 |
|