Brand value of innovative companies – a theoretical study.

Detalhes bibliográficos
Autor(a) principal: Paganotti, Jose Antonio
Data de Publicação: 2013
Outros Autores: Santos, Isabel Cristina
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Científica Hermes
Texto Completo: https://revistahermes.com.br/index.php/hermes1/article/view/106
Resumo: The objective of this paper is to present a trajectory of performance of high-tech companies, considered innovative. The paper presents the reasons for success, stagnation, decline and fall of a group of companies chosen due to growth or decline. This is a descriptive and bibliographical research. To this purpose, we selected fifteen of the largest companies in Information Technology and Telecommunications, according to ranking prepared by Interbrand and BrandZ agencies. It is observed that companies have implemented strategies geared to innovation, resulting in high investment in R & D, spent in the past two decades. The surveys allowed us to associate trajectory and changes in brand value to business strategies and to market choices in the last twenty years, such as the acquisition of Compaq by HP and EDS, the recovery trend of Apple, competition between Apple and Nokia in market value, and the stability of the IBM. 
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spelling Brand value of innovative companies – a theoretical study.Um estudo teórico sobre o valor da marca de empresas consideradas inovadorasinovação organizacionalcompetitividadedesempenhoThe objective of this paper is to present a trajectory of performance of high-tech companies, considered innovative. The paper presents the reasons for success, stagnation, decline and fall of a group of companies chosen due to growth or decline. This is a descriptive and bibliographical research. To this purpose, we selected fifteen of the largest companies in Information Technology and Telecommunications, according to ranking prepared by Interbrand and BrandZ agencies. It is observed that companies have implemented strategies geared to innovation, resulting in high investment in R & D, spent in the past two decades. The surveys allowed us to associate trajectory and changes in brand value to business strategies and to market choices in the last twenty years, such as the acquisition of Compaq by HP and EDS, the recovery trend of Apple, competition between Apple and Nokia in market value, and the stability of the IBM. O objetivo central deste trabalho é descrever a trajetória do valor da marca de empresas de alta tecnologia, consideradas inovadoras. Como objetivo específico pretende-se identificar as prováveis causas da variação de valor de mercado e de posicionamento da marca. O trabalho apresenta as razões do sucesso, estagnação, declínio e queda de um grupo de empresas escolhido em razão do crescimento ou declínio brusco. Trata-se de uma pesquisa descritiva e bibliográfica. Para tanto, foram escolhidas quinze das maiores empresas de Tecnologia da Informação e Telecomunicações, segundo ranking de valor de marca elaborado pelas agências Interbrand e BrandZ. Observa-se que as empresas implantaram estratégias orientadas à inovação, resultando em altos investimentos em P&D, dispendidos nas duas últimas décadas. As pesquisas utilizadas permitiram associar este estudo da trajetória e das variações no valor da marca das empresas às estratégias e direcionamentos de mercado nos últimos vinte anos, tais como: a aquisição da Compaq e da EDS pela HP, a trajetória de recuperação da Apple, a concorrência entre a Apple e a Nokia, em valor de mercado, e a permanência da centenária IBM em um setor constantemente ameaçado por novos entrantes.Fernando de Almeida Santos2013-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistahermes.com.br/index.php/hermes1/article/view/10610.21710/rch.v9i0.106Revista Científica Hermes; v. 9 (2013): julho a dezembroRevista Cientí­fica Hermes ; Vol. 9 (2013): julho a dezembroRevista Científica Hermes ; Vol. 9 (2013): julho a dezembro2175-055610.21710/rch.v9i0reponame:Revista Científica Hermesinstname:Instituto Paulista de Ensino (FIPEN)instacron:FIPENporhttps://revistahermes.com.br/index.php/hermes1/article/view/106/97Copyright (c) 2013 Jose Antonio Paganotti, Isabel Cristina Santoshttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessPaganotti, Jose AntonioSantos, Isabel Cristina2023-01-25T03:40:26Zoai:ojs.revistahermes.com.br:article/106Revistahttp://www.fipen.edu.br/hermes1/index.php/hermes1PUBhttp://www.fipen.edu.br/hermes1/index.php/hermes1/oai||hermes@fipen.edu.br2175-05562175-0556opendoar:2023-01-25T03:40:26Revista Científica Hermes - Instituto Paulista de Ensino (FIPEN)false
dc.title.none.fl_str_mv Brand value of innovative companies – a theoretical study.
Um estudo teórico sobre o valor da marca de empresas consideradas inovadoras
title Brand value of innovative companies – a theoretical study.
spellingShingle Brand value of innovative companies – a theoretical study.
Paganotti, Jose Antonio
inovação organizacional
competitividade
desempenho
title_short Brand value of innovative companies – a theoretical study.
title_full Brand value of innovative companies – a theoretical study.
title_fullStr Brand value of innovative companies – a theoretical study.
title_full_unstemmed Brand value of innovative companies – a theoretical study.
title_sort Brand value of innovative companies – a theoretical study.
author Paganotti, Jose Antonio
author_facet Paganotti, Jose Antonio
Santos, Isabel Cristina
author_role author
author2 Santos, Isabel Cristina
author2_role author
dc.contributor.author.fl_str_mv Paganotti, Jose Antonio
Santos, Isabel Cristina
dc.subject.por.fl_str_mv inovação organizacional
competitividade
desempenho
topic inovação organizacional
competitividade
desempenho
description The objective of this paper is to present a trajectory of performance of high-tech companies, considered innovative. The paper presents the reasons for success, stagnation, decline and fall of a group of companies chosen due to growth or decline. This is a descriptive and bibliographical research. To this purpose, we selected fifteen of the largest companies in Information Technology and Telecommunications, according to ranking prepared by Interbrand and BrandZ agencies. It is observed that companies have implemented strategies geared to innovation, resulting in high investment in R & D, spent in the past two decades. The surveys allowed us to associate trajectory and changes in brand value to business strategies and to market choices in the last twenty years, such as the acquisition of Compaq by HP and EDS, the recovery trend of Apple, competition between Apple and Nokia in market value, and the stability of the IBM. 
publishDate 2013
dc.date.none.fl_str_mv 2013-07-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistahermes.com.br/index.php/hermes1/article/view/106
10.21710/rch.v9i0.106
url https://revistahermes.com.br/index.php/hermes1/article/view/106
identifier_str_mv 10.21710/rch.v9i0.106
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistahermes.com.br/index.php/hermes1/article/view/106/97
dc.rights.driver.fl_str_mv Copyright (c) 2013 Jose Antonio Paganotti, Isabel Cristina Santos
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2013 Jose Antonio Paganotti, Isabel Cristina Santos
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Fernando de Almeida Santos
publisher.none.fl_str_mv Fernando de Almeida Santos
dc.source.none.fl_str_mv Revista Científica Hermes; v. 9 (2013): julho a dezembro
Revista Cientí­fica Hermes ; Vol. 9 (2013): julho a dezembro
Revista Científica Hermes ; Vol. 9 (2013): julho a dezembro
2175-0556
10.21710/rch.v9i0
reponame:Revista Científica Hermes
instname:Instituto Paulista de Ensino (FIPEN)
instacron:FIPEN
instname_str Instituto Paulista de Ensino (FIPEN)
instacron_str FIPEN
institution FIPEN
reponame_str Revista Científica Hermes
collection Revista Científica Hermes
repository.name.fl_str_mv Revista Científica Hermes - Instituto Paulista de Ensino (FIPEN)
repository.mail.fl_str_mv ||hermes@fipen.edu.br
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