Invisible Advantage: How Intangibles Are Driving Business Performance
Jonathan Low, Pam Cohen KalafutISBN: 0738205397;
The Enron debacle, the dot.com implosion, and a record-breaking deal for a popular morning news anchor are only a few of the most dramatic examples of a new economic paradigm that is rewriting the rules of business. Consider the following: IBM spendsthree and a half billion dollars to acquire Lotus Development Corporation, but more importantly, its chief programmer. French corporation LVMH creates the first luxury brands conglomerate, recognizing the potential operational and marketing benefits fromcombining opulent brands like Louis Vuitton, Moet Hennessey, TAG Heuer and Givenchy under one managerial umbrella. Meanwhile, Monsanto's stock price plummets, losing 35 % of its value in a year, when the company's carefully considered strategy to enhancegrowth, diversification and public acclaim through leadership in genetically modified crops, is met instead with public revulsion for "Frankenfoods." The common theme among these, and dozens of other examples analyzed in Invisible...
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