METODE DE TIP SOFT POWER ÎN SLUJBA CREȘTERII COMPETITIVITĂȚII COMPANIILOR
This work presents the role of intangible assets in corporate policies (as a form of Soft Power) aiming to develop business and counter the bad effects of the current financial crisis and geopolitical threats on global business. A strong emphasis should be placed on increasing competetiveness by using Enterprise Intelligence and Corporate Diplomacy (an original concept in Romania) methods.A special attention is granted to the role of intangible assets (human capital, brevets, licences, brands, exclusive distribution agreements, know-how, goodwill, location, data bases, software) in supporting the anti-crisis corporate policies (survival, cost reduction, increase of revenue, profit, productivity and effectiveness, etc.).
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