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By Klaus Jennewein

The publication investigates the interaction of brand name fairness and technological resources on the company point. In a grounded concept strategy it develops a version of ways businesses in expertise in depth industries can enhance the appropriation of the returns in their intangible technological resources with the aid of model fairness and hence increase their competitiveness. The theoretical discussions are supported via huge case reports on Bayer Aspirin and Cisco platforms in addition to an in depth econometric research. The constructed version issues out how the strategic relevance of immaterial technological resources and model fairness improve alongside the technology-life-cycle and exhibits how businesses can, through an built-in know-how and model fairness administration, applicable the returns in their preliminary technological virtue within the long-run. the results of the findings for company businesses in addition to researchers are in actual fact revealed.

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14 Thus, R&D intensity of Bayer's health care business amounted to some 32% in the year 1999. 1 The Innovation: Acetylsalicylic Acid As was pointed out above, Bayer's decision to diversify its business into Pharmaceuticals was mainly driven by the fierce competition the company encountered due to weak patent protection in the dyestuff industry. After its initial success, Duisberg, who had become head of the company, significantly increased the number of scientists working in Bayer's research labs, employing by 1890 ninety full-time chemists.

Yin, R. K. (1994), chap. 1 and 2. 4 These interviews took place during the period from May 2000 to August 2001 and lasted between 60 to 150 minutes, each. The individual questioning was prepared beforehand and a questionnaire was established which had the aim to guide and structure the interview and thus prevent a digression of the interview in other attention-grabbing topics not directly related to our research. In certain cases interviewees entirely refused to answer or give detailed information about a certain question.

By doing so, druggists did not have the possibility to dilute Aspirin powder and, in addition, companies trying to imitate Aspirin products were put at a disadvantage since they did not know how to put ASA in tablet form because of the extreme instability of the active molecule. Moreover, each tablet was stamped with the BayerCross and the packaging clearly showed the Bayer and the Aspirin name. Thus, by the market launch of Aspirin tablets end-consumers came into contact and became familiar with the trademark.

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