Assignment (MComm)--University of Stellenbosch, 2006. / ENGLISH ABSTRACT: It has become evident that the knowledge-driven, innovation economy supercedes
the industrial era at the beginning of the 21st century. Within this environment
characterized by innovation and the emphasis on brand owning companies,
successful organizations will be those that transform information into valuecreating
knowledge and dynamically leverage the knowledge to innovate and
capture additional customer value. In contrast to an emphasis on traditional
tangible assets to explain organizational success, recent strategic management
literature focuses on intangible resources, viz. intellectual capital. Knowledgeempowered
customers are driving many innovations in this environment, and
consequently, value innovation shifts relatively from the supply chain to the
demand chain in business value systems, with focus on brand equity development.
The encompassing challenge that companies face in this new environment is how
to identify and leverage all sources of value. These important assets include,
among other factors, brands and the knowledge residing within the consumers’
mind. Due to the significant shift towards knowledge-networking and outsourcing
of many organizational activities, it is increasingly incumbent to incorporate and
integrate knowledge residing outside the borders of an organization. However, the
potential value of brand building efforts will not be realized unless proper
knowledge management practices, systems, approaches and tools are put into
place within the organization to capitalize on the concept of knowledge-enhanced
brand equity. Accordingly, firms require a framework or model to illustrate the
leveraging of knowledge for innovative brand development and management.
This study provides an in-depth overview and synthesis of knowledge and brand
management literature concerned with the symbiotic relationship between the
utilization of knowledge and innovative brand development. A preliminary
conceptual model to demonstrate the relationship between brand equity and
knowledge-based is proposed. / AFRIKAANSE OPSOMMING: Die industriële era van die 20ste eeu is deur ‘n kennisgedrewe, innoverende
ekonomie verbreed vanaf die begin van die 21ste eeu. Binne sodanige omgewing,
wat gekenmerk word deur produk (waarde) innovasie en die opkoms van
handelsmerk-gedrewe ondernemings, sal suksesvolle organisasies diegene wees
wat inligting transformeer tot waardeskeppende kennis, en dié kennis as
dinamiese hefboom gebruik om addisionele rykdom te skep en te behou. In
teenstelling met die beklemtoning van tradisionele tasbare bates om
organisasiesukses te verklaar, fokus onlangse strategiese bestuursliteratuur meer
op ontasbare hulpbronne, naamlik kennis en intellektuele kapitaal. Ingeligde
kliënte dryf innovasie en gevolglik skuif waarde innovasie relatief vanaf die
aanbodsketting na die vraagketting in besigheidswaardesisteme, met die fokus op
handelsmerksontwikkeling.
Die uitdaging wat maatskappye in die gesig staar in hierdie nuwe omgewing is
hoe om alle bronne van waarde te identifiseer en nie net die bates wat op die
tradisionele balansstaat verskyn nie. Hierdie belangrike bates sluit onder andere in
faktore soos handelsmerke en verbruikerspersepsies. Die organisasies wat
suksesvol hierdie ontasbare bates skep en voorsien, en die hefboomwerking
gebruik in die skepping van nuwe besigheidsmodelle, is dié organisasies wat die
meeste waarde vir hulle aandeelhouers skep. Dit is toenemend noodsaaklik om
kennis van buite die organisasie te inkorporeer en te integreer. Ondernemings
benodig ‘n raamwerk of model om die voordelige gebruik van kennis vir
innoverende handelmerkontwikkeling en –bestuur te fasiliteer.
Hierdie studie voorsien ‘n in-diepte ontleding van kennisbestuurliteratuur en
handelsmerkbestuurliteratuur, en dui veral op die verband en samehang tussen
kennisbenutting en inoverende handelsmerkontwikkeling en –bestuur. ‘n
Voorlopige konseptuele model om die verband tussen die handelsmerk- en
kennisbestuur te illustreer, word voorgestel.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/17444 |
| Date | 04 1900 |
| Creators | Costa, Camilla Olga |
| Contributors | Leibold, M., Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | iv, 164 leaves |
| Rights | Stellenbosch University |
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