Accounting Equations and Answers by Speedy Publishing

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4 Intangible Assets Included in Bundles Marketing Bundle • • • • • • • • • • • Primary trademark Corporate name and logo Marketing umbrella Sub-brand names Core brand Worldwide trademark registration Copyrights Secondary trademarks Packaging design and copyrights Trade dress Characters IT Bundle • • • • • • • • • • Enterprise solutions Custom applications Data warehouses Master licenses Source code Databases Data mining Domain names/URLs e-Commerce sites Third-party software tools • Credit/payment systems Technical Bundle • • • • • • • • • • • Key patents Trade secrets Formulae Packaging technology and sources Shapes and sizes Process technology Design technology Proprietary test results Plant and production design Product specifications Operating platforms Source: © Copyright by Weston Anson, Consor Intellectual Asset Management.

That was highlighted when Don Carty was fired as CEO at American after publicly denouncing rank-and-file employees’ reluctance to take voluntary pay cuts, while, at the same time, setting up sweetheart retention contracts for senior executives. Many observe senior executives. Many observers think that retention of experienced airline executives is part of the industry’s problem, not part of its solution. 1 (Continued) The inefficiency and high cost of the industry’s hub-and-spoke system of moving passengers to their destinations really pinch when demand is down, and new players who disavow hubs enter and decide to fly point-to-point.

The differentiation strategy’s commonly required skills and resources include: Possessing high-quality marketing skills. Strong product-engineering capabilities. A creative flair. A highly competent basic research team. A reputation for technological or quality leadership. Known tradition in the industry or a unique combination of skills drawn from related industries. 14 In addition, the strategy requires the development of many organizational characteristics including: Incentives based on subjective measures instead of definitive quantitative goals.

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