The Cost of Managing Intangibles in Global Markets
DOI:
https://doi.org/10.4468/2010.2.05cornianiKeywords:
Intangible Assets, Global Competition, Brand, Brand Equity Patent, TrademarkAbstract
Intangibles are often become the most critical resources for businesses in global competitive markets. Thus, intangible assets and resources must be managed adopting specific strategies that determine costs with different patterns over time: expenses (with a short term span) and investments (with a medium to long term span) and with different underling explications (discretional and causal costs).
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