Technology Brands in the Digital Economy (eBook, ePUB)

Redaktion: Kucharska, Wioleta; Lechman, Ewa

• Format: ePub

Produktbeschreibung

This edited volume provides deep insight into theoretical and empirical evidence on how digital technologies and high-tech brands are interrelated.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 158
• Erscheinungstermin: 10. März 2023
• Englisch
• ISBN-13: 9781000848892
• Artikelnr.: 67287636

Autorenporträt

Wioleta Kucharska is a professor in the Management Department of the Faculty of Management and Economics, Gdäsk University of Technology, Poland. She has 12 years of industrial experience in marketing management. Her latest book, Personal Branding in the Knowledge Economy: The Interrelationship Between Corporate and Employee Brands, published in 2022 by Routledge, provides a comprehensive picture of the phenomenon of personal branding in the network economy era by combining a solid scientific frame with branding practice. Ewa Lechman is a professor of economics at the Faculty of Management and Economics, Gdäsk University of Technology, Poland. Since 2017, she has been Vice-Dean for Development and a PhD programme director. Her extensive research interests concentrate on economic development, ICT and technological progress, and ICT role in reshaping social and economic systems and various aspects of poverty and economics in developing countries.

Inhaltsangabe

Introductory words Wioleta Kucharska & Ewa Lechman Chapter 1: Technology brands in the digitally-based and network economy: setting the background Wioleta Kucharska & Ewa Lechman Chapter 2: The History of Technology Brand Emergence Hasret Balcioglu Chapter 3: A network approach to value creation from intangible assets Anna Ujwary-Gil Chapter 4: Explaining the tech brand value with economic-financial and stock market information: the booming digital economy María Ángeles Alcaide González, Elena De La Poza Plaza, Natividad Guadalajara Olmeda Chapter 5: Exploring the Effects of Digital Business Strategies and Technology Scanning on Company Performance Minna Saunila, Juhani Ukko, Mina Nasiri, Tero Rantala, Sariseelia Sore Chapter 6: Assessing Technology Brands with Digital Media, G. Scott Erickson Chapter 7: Technology brands and the role of GenZ in their co-creation: Case study of Serbia Tatjana Mamula Nikoli
, Sanja Popovi
- Panti
, Karolina Per
i
Chapter 8: Place branding and social media in the sharing economy: a literature review Abdullah M. Alahmari, Bruno Schivinski, Xiufang (Leah) Li. Index