Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple

Authors

  • Ray R. Gehani The University of Akron

DOI:

https://doi.org/10.4067/S0718-27242016000300002

Keywords:

Corporate brand value, dynamic innovative capabilities, competitive advantage, brand equity, hyper-competitive industries,

Abstract

Corporate brand value, a key corporate asset, has traditionally relied on stakeholder interactions, heritage, and corporate identity. In dynamic fast clock-speed industries (information technology and consumer electronics), we note that brand values change dramatically within a few years based on their innovativeness. Using grounded theory approach and multi-case study method we examine how Apple, Samsung, Toyota, and Coca-Cola sustained their most valuable global brands while Kodak and General Motors eroded the same. Certain key dynamic innovative capabilities are identified as best practices. We conclude with implications for managers and future researchers, along with some limitations.

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Author Biography

Ray R. Gehani, The University of Akron

Director, Graduate programs in Global Technology Management and Innovation

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Published

2016-10-11

How to Cite

Gehani, R. R. (2016). Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple. Journal of Technology Management & Innovation, 11(3), 11-20. https://doi.org/10.4067/S0718-27242016000300002

Issue

Section

Research Articles