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Journal of technology management & innovation

versión On-line ISSN 0718-2724


GEHANI, Ray R.. Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple. Journal of Technology Management & Innovation [online]. 2016, vol.11, n.3, pp.11-20. ISSN 0718-2724.

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.

Palabras clave : Corporate brand value; dynamic innovative capabilities; competitive advantage; brand equity; hyper-competitive industries.

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