How Do Companies Treat Their Knowledge For managing the Company's Brand?
AbstractThe need for knowledge in companies will continue to grow, as only the companies with a sufficient amount of knowledge will be able to maintain or strengthen their competitiveness. The study deals with knowledge, which companies either already have, or else acquire for the purposes of effective brand management. This paper is a contribution to the study of the impact of different types of knowledge in a company devoted to management of the brand. Based on the results of the research we will form some suggestions for the management to enable their decisions on the promotion of certain kinds of knowledge, which consequently affect the brand, especially the brand value.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
This chapter was published in: Mitja Kozjan & Doris Gomezelj Omerzel , , pages 59-70, 2011.
This item is provided by University of Primorska, Faculty of Management Koper in its series MIC 2011: Managing Sustainability? Proceedings of the 12th International Conference, Portorož, 23–26 November 2011 [Selected Papers] with number 59-70.
Contact details of provider:
Postal: Cankarjeva 5, SI-6104 Koper, PO BOX 345
Phone: 05 610 20 00
Fax: 05 610 20 15
Web page: http://www.fm-kp.si/zalozba/ISBN/978-961-266-113-7.htm
More information through EDIRC
Knowledge; brand; brand value; competitiveness;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Gibbert, Michael & Leibold, Marius & Probst, Gilbert, 2002. "Five Styles of Customer Knowledge Management, and How Smart Companies Use Them To Create Value," European Management Journal, Elsevier, vol. 20(5), pages 459-469, October.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alen Jezovnik).
If references are entirely missing, you can add them using this form.