Intangible Assets and Value Creation by Juergen H. Daum

By Juergen H. Daum

With using functional in-depth case experiences and interviews with prime specialists within the box, this publication analyses the foremost parts in price construction within the new age. It presents useful suggestions to enterprises that might let them migrate effectively into an financial system that calls for new company types.

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Customer information became a strategic asset, it became customer capital. Whoever owns information about customers controls the entire business and its supply chain and is able to create new intellectual capital and to increase the value of his or her customer capital. So, one important task for management in the new economy is to look for and track information in its own industry’s value chain. It has constantly to monitor what information drives the business, who has it and to whom in the value chain it is worth most.

16 Intangible Assets and Value Creation If an enterprise has the best knowledge in its industry about the preferences and needs of a specific group of potential customers, it is able to concentrate just on serving these customers, outsourcing the production plant to someone else. Because it is concentrating its forces, it will meet customer expectations and needs better than others and customers will readily pay a premium. It will have a much lighter, tangible balance sheet and simultaneously its profit margin will increase.

A network organization might not look like one on its formal chart. Sometimes the network organization exists as an informal network in the form of different communities beside or behind the official organization. In addition, an enterprise should not be entirely unhierarchical, because business organizations need to be pointed in the right direction and even pushed to take it. Take 3M: on the official organization chart, researchers are scattered in many different labs. There is a central R&D lab and there are labs attached to business units, and there are several centres dedicated to particular basic technologies.

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