Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple

Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple

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 th...

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Autor principal: Gehani,Ray R.
Lenguaje:English
Publicado: Universidad Alberto Hurtado. Facultad de Economía y Negocios 2016
Materias:
Corporate brand value
dynamic innovative capabilities
competitive advantage
brand equity
hyper-competitive industries
Acceso en línea:http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242016000300002
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spelling oai:scielo:S0718-272420160003000022016-11-11Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to AppleGehani,Ray R. Corporate brand value dynamic innovative capabilities competitive advantage brand equity hyper-competitive industries 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.info:eu-repo/semantics/openAccessUniversidad Alberto Hurtado. Facultad de Economía y NegociosJournal of technology management & innovation v.11 n.3 20162016-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242016000300002en10.4067/S0718-27242016000300002
institution Scielo Chile
collection Scielo Chile
language English
topic Corporate brand value
dynamic innovative capabilities
competitive advantage
brand equity
hyper-competitive industries
spellingShingle Corporate brand value
dynamic innovative capabilities
competitive advantage
brand equity
hyper-competitive industries
Gehani,Ray R.
Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple
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.
author Gehani,Ray R.
author_facet Gehani,Ray R.
author_sort Gehani,Ray R.
title Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple
title_short Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple
title_full Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple
title_fullStr Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple
title_full_unstemmed Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple
title_sort corporate brand value shifting from identity to innovation capability: from coca-cola to apple
publisher Universidad Alberto Hurtado. Facultad de Economía y Negocios
publishDate 2016
url http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242016000300002
work_keys_str_mv AT gehanirayr corporatebrandvalueshiftingfromidentitytoinnovationcapabilityfromcocacolatoapple
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