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  • Intellectual Property Managementby Klaus Jennewein

    Springer 2006; US$ 179.00

    The book investigates the interplay of brand equity and technological assets at the corporate level. In a grounded theory approach it develops a model of how companies in technology intensive industries can improve the appropriation of the returns of their intangible technological assets with the help of brand equity and thus improve their competitiveness.... more...

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