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Technology brands in the digital economy / edited by Wioleta Kucharska and Ewa Lechma.
- Format:
- Book
- Series:
- Routledge studies in innovation, organization and technology
- Riot! Routledge studies in innovation, organizations and technology
- Language:
- English
- Subjects (All):
- High technology industries--Marketing.
- High technology industries.
- Brand name products.
- Information technology--Economic aspects.
- Information technology.
- Physical Description:
- 1 online resource (x, 148 pages) : illustrations.
- Place of Publication:
- Abingdon, Oxon ; New York, NY : Routledge, 2023.
- Biography/History:
- Wioleta Kucharska is a professor in the Management Department of the Faculty of Management and Economics, Gdańsk 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, Gdańsk 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.
- Contents:
- <P><STRONG>Introductory words</STRONG></P><I><P>Wioleta Kucharska & Ewa Lechman</P></I><B><P>Chapter 1</B>: Technology brands in the digitally-based and network economy: setting the background</P><P><I>Wioleta Kucharska & Ewa Lechman</I> </P><B><P>Chapter 2</B>: The History of Technology Brand Emergence</P><P><I>Hasret Balcioglu</P></I><B><P>Chapter 3</B>: A network approach to value creation from intangible assets</P><P><I>Anna Ujwary-Gil</P></I><B><P>Chapter 4</B>: Explaining the tech brand value with economic-financial and stock market information: the booming digital economy</P><I><P>María Ángeles Alcaide González, Elena De La Poza Plaza, <SUP></SUP>Natividad Guadalajara Olmeda</P></I><B><P>Chapter 5</B>: Exploring the Effects of Digital Business Strategies and Technology Scanning on Company Performance</P><P><EM>Minna Saunila, Juhani Ukko, Mina Nasiri, Tero Rantala, </EM><EM>Sariseelia Sore</EM></P><B><P>Chapter 6</B>: Assessing Technology Brands with Digital Media,</P><I><P>G. Scott Erickson</P></I><B><P>Chapter 7</B>: Technology brands and the role of GenZ in their co-creation: Case study of Serbia</P><I><P>Tatjana Mamula Nikolić, Sanja Popović
- Pantić, Karolina Perčić</P></I><B><P>Chapter 8</B><I>: </I>Place branding and social media in the sharing economy: a literature review</P><I><P>Abdullah M. Alahmari, Bruno Schivinski, Xiufang (Leah) Li.</P></I><P>Index</P>
- Notes:
- Includes bibliographical references and index.
- Electronic reproduction. London Available via World Wide Web.
- Description based on online resource; title from digital title page (viewed on April 12, 2023).
- Other Format:
- Print version: Technology brands in the digital economy
- ISBN:
- 9781003184638
- 1003184634
- 9781000848892
- 1000848892
- 9781000848878
- 1000848876
- Publisher Number:
- 40031698829
- Access Restriction:
- Restricted for use by site license.
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