R&D reputation and corporate brand value

Development and Learning in Organizations

ISSN: 1477-7282

Article publication date: 5 January 2010

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Keywords

Citation

Bader, M.A. (2010), "R&D reputation and corporate brand value", Development and Learning in Organizations, Vol. 24 No. 1. https://doi.org/10.1108/dlo.2010.08124aad.010

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited


R&D reputation and corporate brand value

Article Type: Abstracts From: Development and Learning in Organizations, Volume 24, Issue 1

Gassmann O., Rumsch W.-C., Ruetsche E. and Bader M.A.Research Technology Management (USA), Jul-Aug 2009, Vol. 52 No. 4, Start page: 16, No. of pages: 4

Purpose – To study the importance of reputation and reputation management as a factor in attracting partners and external funding for a company’s research and development (R&D) activities. Design/methodology/approach – When the allocation of corporate money to R&D is reduced in favour of contract research assignments, the capability to attract the right resources, individuals and institutional partners from an open-innovation ecosystem becomes a critical success factor for high-technology companies. Focuses on R&D reputation and corporate brand value in a brand valuation exercise using the brand valuation method of the brand institution Interbrand as a combined approach based on the forecasting of current and future brand revenues minus business-related costs and scoring of customers’ intentions to purchase a particular brand. Reports the results of an empirical survey in which 113 mostly German and Swiss industrial R&D stakeholders were asked to rank 33 European R&D institutions, mainly in the technology sector, with respect to their overall reputations and then assess the key criteria that determined their ranking.Article Type: Research paperISSN: 0895-6308Reference: 38AS021

Keywords: Brand management, European Union, Financing, Germany, Innovation, Organizations, Product innovation, R&D, Reputation, Surveys, Switzerland, Technology-led strategy, Value analysis

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