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1st Edition

Technology Brands in the Digital Economy



  • Available for pre-order on February 17, 2023. Item will ship after March 10, 2023
ISBN 9781032026862
March 10, 2023 Forthcoming by Routledge
168 Pages 15 B/W Illustrations

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Book Description

This edited volume provides deep insight into theoretical and empirical evidence on how digital technologies and high-tech brands are interrelated. It traces the mutual links between these two phenomena, identifies the multidimensionality of interdependencies, and shows the reader how and why new technologies are the driving factor of creation and global dissemination of high-tech brands. In this context, it also refers to various types of economic and social networks that, on the one hand, are the product of digital technologies, while on the other enforce global visibility of high-tech brands.

The book contributes to the present state of knowledge, offering the reader broad evidence on how digital technologies impact the process of high-tech brands' nascence and how their growing role and global exposure influence the networked economies and societies. It sets out to deliver a bridge between brand management and economical approaches to understanding how digital technologies and high-tech brands are interrelated. This multidisciplinary approach creates a complex compilation of different views and perspectives that sheds new light on the high-tech brands' phenomena of being an input and output of technology-driven economies.

Technology Brands in the Digital Economy is written for scholars and researchers from a wide variety of disciplines but especially for those addressing issues of brands and economic development and growth, social development and the role of technological progress in broadly defined socio-economic progress. It will also be an invaluable source of knowledge for graduate and postgraduate students in a variety of areas such as economic and social development, information and technology, worldwide studies, social policy, or comparative economics.

Table of Contents

Introduction

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 Nikolić, Sanja Popović – Pantić, Karolina Perčić

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

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

Index

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Editor(s)

Biography

Wioleta Kucharska is a Professor in the Marketing Department of the Faculty of Management and Economics, Gdansk University of Technology, Poland. She has 12 years' 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, Gdansk 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 its role in reshaping social and economic systems and various aspects of poverty and economics in developing countries.

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