Technology Brands in the Digital Economy

This edited volume provides deep insight into theoretical and empirical evidence on how digital technologies and high-tech brands are interrelated.

Autorentext

Wioleta Kucharska is a professor in the Management Department of the Faculty of Management and Economics, Gdask 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, Gdask 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.

Inhalt

Introductory words

Wioleta Kucharska & Ewa Lechman

Chapter 1: Technology brands in the digitally-based and network economy: setting the background

Wioleta Kucharska & Ewa Lechman

Chapter 2: The History of Technology Brand Emergence

Hasret Balcioglu

Chapter 3: A network approach to value creation from intangible assets

Anna Ujwary-Gil

Chapter 4: Explaining the tech brand value with economic-financial and stock market information: the booming digital economy

María Ángeles Alcaide González, Elena De La Poza Plaza, Natividad Guadalajara Olmeda

Chapter 5: Exploring the Effects of Digital Business Strategies and Technology Scanning on Company Performance

Minna Saunila, Juhani Ukko, Mina Nasiri, Tero Rantala, Sariseelia Sore

Chapter 6: Assessing Technology Brands with Digital Media,

G. Scott Erickson

Chapter 7: Technology brands and the role of GenZ in their co-creation: Case study of Serbia

Tatjana Mamula Nikoli, Sanja Popovi Panti, Karolina Peri

Chapter 8: Place branding and social media in the sharing economy: a literature review

Abdullah M. Alahmari, Bruno Schivinski, Xiufang (Leah) Li.

Index