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Contextual Brand Valuation From Fundamental Issues and Analysis of the State…
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Riemann, Eva

Intangible Assets such as brands and other intellectual property (IP) are highly contextual and unique. There exist hardly any functioning market mechanisms for IP. For these reasons, IP valuation for strategic and prognostic, i.e. future-related, purposes is highly complex. This work aims at making a contribution to facilitate better handling of this complexity. It therefore firstly illuminate…

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9783845241890
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