Intangible Assets Case Study

9354 Words 38 Pages
Register to read the introduction… Rationale Tangible assets are more likely to be imitable, less causally ambiguous and more appropriable than intangible assets. Differences between the various categories of resources in terms of possessing characteristics which confer an SCA need to be identified This question asks the manager to identify the relevant intangible assets and to value them from the firm's perspective for comparative purposes This question is designed to provide the firm's assessment of the value of capabilities that may then be compared with the items listed in Table I The essential role of management in developing and deploying key resources was measured via the ability of the interviewee to identify and qualitatively assess the value of key resources This question asks whether key resources possess the characteristics of tacitness and causal ambiguity, resulting in the competitors' difficulty in identifying the advantage and providing the main obstacle to their duplication One of the characteristics that Fahy (and others) assign to advantagegenerating resources is ``appropriability''. This question asks whether rival claimants to the value generated by key resources are able to appropriate the resource …show more content…
. . we continued to do what we said we'd do . . . and in the end we were proven right. So that is where the consumer trust has really been emphasized in a very strong way (pp. 23-7).

Consumer trust, firm reputation and networks were identified by the manager as key intangible assets, which add value to the firm:
. . . (for) clients it is important that we do what we say we do. So we have a particular investment style and a particular way of doing business and . . . through hell or high water we keep to it. Reputation . . . is closely tied to trust and our reputation is based upon things like our good performance record over a long period of time and . . . it is tied in with basic things like honesty and decency (pp. 1520).

The firm's particular investment style has been maintained over a long period of time and has been adhered to irrespective of changes in the economic environment. This has created trust in the way the firm operates and, combined with the good performance record, has resulted in a strong reputation among its own clients and within the industry. Furthermore, the firm's superior performance history has created value by reinforcing the solid reputation of the firm. Clients can be confident that the

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