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  • The impact of business innovations on brand value [Elektronski vir]
    Janošková, Katarina ; Král, Pavol ; Krizanova, Anna
    This article deals with interaction between business innovations and brand value. Innovation and brand equity are two important dimensions that drive businesses today; innovation in particular is a ... primary determinant of brand equity. Innovations and brand value are two key strategic assets that play important role in company growth and success. The aim of the research is demonstrating a statistically siginificant dependence between the brand value and innovations, which in our research are represented by R&D expenditures. Expenditure on research and development is taken in absolute terms, but also in relative terms as a percentage of revenue. Article contains basic theoretical background of this topic and results of research focused on confirming the dependence between these two parameters. The research is carried out on a sample of fourteen global brands (Google, Apple, Amazon, Microsoft, Samsung, Shell, IBM, Mercedes-Benz, Oracle, Siemens, Honda, Cisco, Intel, Nestlé) with application of mathematical-statistical apparatus. The analysis is carried out by comparison of selected brand values provided by consultative company Brand Finance with innovations represented by R&D expenditure (USD, percentage of sales).
    Vir: Mednarodno inovativno poslovanje [Elektronski vir] = Journal of innovative business and management : strokovno-znanstvena revija za področje poslovanja in poslovnega izobraževanja. - ISSN 1855-6175 (Letn. 10, št. 2, 2018)
    Vrsta gradiva - e-članek
    Leto - 2018
    Jezik - angleški
    COBISS.SI-ID - 513051184

    Povezava(-e):

    http://journal.doba.si/year-10-2018-volume-2/the-impact-of-business-innovations-on-brand-value
    Digitalna knjižnica Slovenije - dLib.si
    DOI

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