“How Market-based Assets  Generate Customer Value” – Raj Srivastava

February 22, 2016 Raj Srivastava

The central task of management, we argue, is to identify, measure, develop, and leverage the firm’s market-based assets to increase shareholder value. You’ll recall that market-based assets arise from the commingling of the firm with entities in its external environment. These relational and intellectual market-based assets provide a company some of the same advantages as other […]


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