Technology Brands in the Digital Economy

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 factors 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 products 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 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, and comparative economics. Cover Half Title Series Title Copyright Contents List of Contributors’ bios Introductory words 1 Technology brands in the digitally-based and network economy: setting the background 2 The history of technology brand emergence 3 A network approach to value creation from intangible assets 4 Explaining the TECH brand value with economic-financial and stock market information: the booming digital economy 5 Exploring the effects of digital business strategies and technology scanning on company performance 6 Assessing technology brands with digital media 7 Technology brands and the role of GenZ in their co-creation: case study of Serbia 8 Place branding and social media in the sharing economy: a literature review Index