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R&D Reputation and Corporate Brand Value
Journal
Research Technology Management
ISSN
0895-6308
ISSN-Digital
1930-0166
Type
journal article
Date Issued
2009-07-01
Author(s)
Abstract
Corporate R&D is under pressure. Whereas innovative technology remains one of the most important business growth factors, it is difficult to link the outcomes of corporate R&D activities directly to a firm's market performance. When the allocation of corporate money to R&D is reduced in favor of contract research assignments, the capability to attract the right resources -- individuals and institutional partners -- from an open-innovation ecosystem becomes a decisive success factor for technology companies. Reputation management is an important factor in attracting partners and external funding. In an empirical survey, 113 mostly German and Swiss industrial R&D stakeholders were asked to rank 33 European R&D institutions -- mainly in the technology sector -- with respect to their overall reputations. It found that a corporate R&D center's popular visibility in terms of its coverage in the news, as well as in popular science and business media, significantly and positively affects its sourcing capabilities.
Language
English
HSG Classification
contribution to scientific community
Refereed
No
Publisher
Industrial Research Inst.
Publisher place
Arlington, VA
Volume
52
Number
4
Start page
16
End page
19
Pages
4
Subject(s)
Division(s)
Eprints ID
54607