1st Edition
Technology Brands in the Digital Economy
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 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
Biography
Wioleta Kucharska is a professor in the Management Department of the Faculty of Management and Economics, Gdańsk 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, Gdańsk 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.
