Keywords: samsung tangible resources, apple tangible resources
In the fast pace development of the technology market, enterprise's tangible and intangible resources is a competitive benefit based on tangible resources is the foundation for organization development, the unseen resources will be the engine of growth of competitive gain, two of these are the way to obtain competitive advantages. This article will be the fast-paced development of technology market premise, according to some examples, concentrating on the value of tangible and intangible resources company competition (Hill, Jones, 2009).
- Define Tangible and intangible resources:
Tangible resources are noticeable, can use the direct measurement of the economic resources, including material resources and financial resources
E. g Tangible resources; 2009, Samsung Electronics, the marketplace value has already reached $ 110. 2 billion, the very first time beyond Intel became the the global earnings greatest semiconductor manufacturers 1. Samsung's sales of $ 117. 8 billion in '09 2009, has surpassed HP to be the the global profits largest consumer electronics companies 2. Is the world's second greatest chip manufacturer, second in proportions only to Intel 3 in 2008 is the world's top 21 products, up market show on the market supplier
Intangible resources. An array of content, such as trademarks, patents, proprietary technology, customer connections, corporate image, corporate culture, these intangible resources along the way of development and operation of companies play an indispensable role.
E. g Intangible resources: Korea 8782 patents registered in america last year, 3611 applications for Samsung Electronics, Samsung Gadgets, Samsung Consumer electronics, Samsung Gadgets, the percentage greater than 40%. Samsung's brand value grew fivefold from $ 3. 1 billion in 1999 to $ 16. 2 billion in 2006 ( Hitt, Ireland, 2008).
- Analysis of several fast-paced technology companies cases and reasons
The classification of the technology market: the places employed in the complex intermediary services and technical businesses of goods. To market scientific and technical achievements into functional productive forces for the purpose, specifically to handle technology development, technology transfer, technical consulting, specialized services, technical deal; production or syndication of the research to test new products and technology products; business and do of the advertising and request of technological successes and other specialized coverage involving all areas of technology (Tietze, 2012).
The cell phone industry, as a modern high-tech industry, has a certain representation, several typical company I'll for example in the mobile phone industry to investigate:
- Samsung Consumer electronics Co. Ltd.
Samsung Group was founded in 1938, investment in the establishment of Samsung Gadgets Company in 1969, regarding semiconductors, mobile phones, monitors, laptops, televisions, refrigerators, ac units, digital cameras, and IT products and other field In many areas in technology, Samsung is among the most world's leading technology creativity company, it has generated a series of state-of-the-art technology, including cell phones, hand-held processing devices, flat panel shows, as well as ultra-thin notebooks. (Viardot, 2004).
- Apple Inc
Apple's major business, including software applications. Hardware. Mobile handheld entertainment aspect. Overall have five creation lines: Macintosh, iPod the iPhone and the iPad, i Tune, known for the product i pod digital music player is i Tunes music store, these are containing innovative the high-tech, i phone pioneered cellular devices new start, IPHONE3G of the program revolution (Sengupta, Slater, 2009).
- NOKIA
In 1865, Nokia was founded in Finland, Nokia smart phone, entertainment, phone, navigation, phone, have a higher technology technology Nokia developed areas including third-generation wireless systems, media applications, network management, cellular phone and other may seem data, video recording terminals. To keep its leading position in the quick development of the telecommunications market (GruneWalder, 2008).
- What role do they play in this types of market what are they?
Based on analysis of the tangible and intangible sources of Nokia and Apple
Nokia's tangible resources
Material resources: Nokia to light electric transmission as the guts of development, laying the building blocks for Nokia's semiconductor technology industry. Such as for example ABS executive techniques, this system gets the performance of heat-resistant and impact, due to the lower cost of the technique, nearly all computer manufacturers to work with.
Financial resources: Nokia in China's development, the establishment of three joint venture companies, mobile phone development, as well as network equipment, China is the largest market of Nokia, the world's greatest investment areas, because of the low priced of development and handling of the Chinese language market, so Nokia to focus on China, in addition to the establishment of a global designed financial plan, an acceptable business strategy
Nokia intangible resources
Company brand: Nokia founded in Finland, with a long background, and a good interpersonal reputation, through continuous research and innovation, powerful software support and network services, so that, on the company in the smart phone, navigation technically are in a leading position in the business with OVI Internet, in the music store, online game store, providing services to obtain the value
Technology: Nokia's development, always in the front of the R & D development centre, attempting to develop new technologies, including third-generation cordless systems, media applications, to meet customers' needs, increasing the mass market to keep the rapid development of the territory
Goodwill: consumers said individual for the very first time agree, it is merely with the GSM technology, the surface design of the TV for the very first time large-screen displays, mobile phones scroll able content material menu, an individual used to state, very good, leave a good impression (Hoskisson, 2008)
Apple tangible resources
Product Resources: 2000 i Pod digital very good music player, with the initial i Music music download system, overcome some very powerful company and a global share of the first lightweight player, i pod series introduction, more sturdy Apple position in the music market, i phone combined with a new product of the i pod and Apple Television, the birth of the product, so Apple's successful transformation from computer development to the digital company
Financial resources - Apple's Personal computer and one of the multi-media company, Apple increased net income $ 1, 335 one billion, they be capable of obtain credit.
The structure Apple also offers many systems f control. Apple handles all areas of the computer, it can provide customers with a full desktop solution, including hardware, software and peripherals,
Physical resources - Apple mackintosh established in California. Apple is a worldwide company with office buildings throughout the. They develop good computer on the market with the best materials.
Technology - Apple invented a lot of patents, they developed the first Personal computer, the PC's graphical interface (GUI), a spot, and then click the mouse, the laser printer, the iPod and iTunes. Apple also contains a windowpane system, investigation strategies, such as Aldus, Webpage Machine and Microsoft Excel. Apple's products are user-friendly and unique
- Apple intangible resources
Apple's recruiting, the Cupertino, California in the center of Silicon Valley, bringing together the most talent and a good location. The best schools in the united states in an exceedingly short drive from Apple's main campus, including Stanford College or university, the University or college of California, Barkley, and Santa Clara School. There are so many institutions nearby, they like a rich social and educational opportunities.
Innovation - Apple developed the PC visual user interface. Almost ten years, the the Apple monopoly visual interface. When Jobs went back, he handles a seek the services of people who do not want to help make the best products in the wonderful world of innovation. The main element is to let the people who have the enthusiasm for superiority. Apple now has clinical skills, enabling these to creativity, promote the patent (Afuah, 2009)
- What is the impact on the companies industry?
Business development, rivals may soon have tangible physical capital resources, however the long-term benefits of intangible resources but is hard to overcome. Well-known businesses of the professional countries, the value of intangible resources generally go beyond the worthiness of physical resources, intangible resources these companies trade and take up the international market and expand the sociable impact will become an important weapon (Tessiopoulos, 2005).
- The need for the intangible resources.
Enterprise as a sociable and economic business. While tangible resources. Also offers a wide variety and difficult measurement and grasp the intangible resources. A wide range of content, such as trademarks, patents, proprietary technology, customer romantic relationships, corporate image, corporate culture, these intangible resources in the development development process plays an irreplaceable role.
Trademark. Brand is used to spot the precise goods or services of the mark, this means the to use a particular name or structure specialize in certain given goods or products generally are the exclusive right to use and the prohibition of the to two aspects.
Patent. The patent refers to the national patent authorities relative to the law offer the inventions branded applicants relished exclusive rights within the certain period of their inventions. The patent generally include three aspects of the invention patents, utility model patents and design patents. Valid patent law
Proprietary technology. The proprietary technology means recognized to the exterior world, has been used in the development and procedure activities, a variety of skills and experience do not enjoy legal coverage. Generally include the proprietary technology of the industrial, commercial trade proprietary technology, management know-how, etc. .
Corporate image. Commercial image usually refers to the public's analysis of the company and its own products, values and attitudes. Mainly include the popularity and reputation, corporate values, managerial and complex factors like the comprehensive, implied an enormous potential drive behind the creation and business activities of enterprises.
Customer associations. Customer marriage usually identifies the purchase of customer and sales of venture products, services, processing enterprises in the formation of long-term exchanges and work with each other relationship, this relationship is the invisible presence of your lot of impact, for the improvement of enterprise product sales.
Enterprises ethnic. The organization culture is the organization ideology as the core commercial values, corporate and business value, business philosophy, entrepreneurship, business rules, business purposes, business regulations, Code of Conduct. (Ireland, Hoskission, 2008)
E. g Apple and Samsung patent war of the century, for example, Apple granted $ 1 billion. South Korea's Samsung infringed U. S. Apple patent, needs $ 1 billion in reimbursement. At the same time, the court discovers that the Apple and Samsung didn't infringe. Suffering from this information, Apple's stock price immediately rose by 1. 8%, this way before Samsung change the design of the products will maintain the U. S. market cannot continue to sell the products. Lawsuits between Apple and Samsung is not only about patents and money relates to the value. Apple seems tensions creativity and creativity, to make the world's best products, the manufacture of the products is to allow user satisfaction, never to allow competition big plagiarism. (Ubertazzi, 2012).
Expert research : Apple disputes caution of the modern enterprise
Apple's creative category of intangible resources in commercial signs or symptoms, alert of the management problems of the present day enterprise:
First, technological innovation is important, but only know-how is not enough, you must conducted a comprehensive intangible assets building innovation.
A single school of intellectual property (patent, brand or copyright) is insufficient to resolve all the problems of the companies, enterprises must perform diverse IP settings.
Second, trade titles and trademarks is not just a business logo, to raise the level of intangible property created to recognize.
Best to stay away from the overall term creative in the selection of trademarks, trade titles, to do trademark name with the name of the creative owner of the trademark cannot prevent others from the same with your name hallmark listed in other types of goods and services. Because your brand name is not "private rights" in the true sense, the name you select is also the utilization of open public resources. Brand intangible advantage value basis, is one of the trademarks Be creative, first with the bigger artistic value, the value will be after the trademark rights of value, monetary value, reputation. In case the brand is a common noun, it is not hard for the revocation of others, lead to legal disputes.
The third group of intangible assets specialised management agencies.
Talent is a source of intangible investments, intangible resources not and then create pay greater attention to the management and operation. Important foundation for high-end complex talent to execute a good job in the management of the intangible possessions. Organization management of intangible possessions should be put within an important position, placed a special intangible property management department, prepared with professional management of intangible property intangible belongings of enterprises included, comprehensive, organized management, organizational promise of intangible belongings management. Through high-end amalgamated intangible assets management, promote corporations to improve the degree of management of intangible belongings, improve intangible belongings effective. (Acton, 2012).
Is one source more valuable or important when the other ?
I chose the hotel industry, the evaluation of the tangible and intangible sources of the hotel industry
Hotel tangible resources :is the physical form of resources, including physical resources, money, organizational resources. Kind resources refers to the type used to be the hotel customer support resources to generate benefits for the hotel, such as hotel building, decoration, equipment, etc. are in-kind resources: money, including currency sources and use, such as access to finance, cash management, collectors and debtors control, dealing with currency professional relationships; organizational resources, including the hotel's formal organizational structure, composition departments
Hotel intangible resources: including recruiting, reputation, resources, relationships, resources, information and technology resources. Recruiting including knowledge, personnel skills, professionals can, practice, and therefore formed hotel culture and service philosophy; the hotel reputation resources including hotel brand, hotel for reputation parties; hotel information and specialized resources, including information and information safe-keeping, processing and transfer of technology, management techniques, the hotel's reservation system; hotel relationships system carries a hotel and the relationship of the get-togethers, the contract contract. Intangible resources of the hotel is the hotel prerequisite to get a competitive advantage. (Enz, 2009)
- JINJIANGINN tangible resources and intangible resources
Research enterprise core competitiveness mainly two ways an venture resource analysis to find out the features of resources, and the other is the enterprise value chain research as its primary competitiveness. Ways to utilize this article for the former, and that evaluation of the resources of the Jinjiang Inn. The sources of the organization can be split into tangible resources, intangible and recruiting. Which tangible resources the kind resources buildings, land, recycleables, operational resources, computers, machinery, systems and money organization intangible sources of the sort and quantity of available money mainly specialized resources, reputation, resources and progressive resources and recruiting is the organic integration of the associates of the business to the business to supply the skills, knowledge and reasoning and decision-making capability. (JinJiang Inn, 2012).
Physical resources: can be split into basic and infrastructure, the essential situation of the hotel chain Jinjiang Inn has more than 500 circulation in Shanghai, Beijing and other 86 large and medium-sized metropolitan areas in the country, room a total greater than 60, 000 infrastructure including air conditioning, bathroom, TV, mobile phone, broadband internet, 24-hour hot water and other infrastructure, to show an economically sensible and comfortable accommodations.
Financial resources :from the two main ways almost all of the investment by the mother or father company of Jin Jiang International Group, Another way is through general public financing, Jinjiang along using its father or mother company, the Jin Jiang International Hotel Group in December 2006 in the success of the Hong Kong main panel market market, opened overseas financing channels, into an interval of rapid development.
Jinjiang's technical capacity
Committed shown in the company since the date of the establishment of the decision middle systems and related software, custom development and marketing, especially telemarketing system has been separately developed by the business, the industry reward Jinjiang Inn "the first in the industry to develop self-employed website and reservation system, large client systems and guest satisfaction survey opinions system.
Reputation resources: are mainly reflected in Jinjiang since its inception in 1996, continues to be ranked as "Shanghai Famous Hallmark", "Shanghai, the most progress service grades", "Shanghai Famous Brand" triumphed in consecutive time 2006-2007 first top top brand effect of the Chinese economy hotel ", " China's market hotel brand Pioneer "honorary name. Therefore, Jinjiang Inn has a good reputation image.
Innovation is mainly mirrored in three aspects First, the benefits of low budget hotel high-end products. The budget hotel market can continue being subdivided into high medium and low market, the existing budget hotel is mainly focused in the mid-market, Jinjiang keen to seize this vacancy, launched a low-high-end products. Prices of low-end brands in the 100-150 yuan, the low-end brand's goal customer continues to be a company and family travellers, mainly for price very sensitive crowd followed, the costs of high-end brands in the 250-350 yuan, product updates to Five Dynasties. More specific than the third-generation product, the fourth-generation products humane, more ideal for the accommodation needs of business travelers, the fifth technology of the merchandise is a green concept hotel previous product, create Jinjiang chef. Jinjiang Chef "pure restaurant string brand Jinjiang Inn Co. , Ltd. was founded, it is committed to the the Jinjiang high quality eating out culture into common diet, and keep your charges down through the chain, so the reputation of high-end dishes, so people can go through the connotation of the Chinese language diet. (Zou, 2005).
Conclusion: Can be obtained from the above research, Jinjiang main benefit of resources that the complex resources, progressive resources and reputation of resources, that intangible resources. Therefore, Jinjiang should focus on the utilization of its intangible resources to enhance their own position in the budget hotel market.
Conclusion
Technology market that your mobile phone industry, the hotel industry and tourism market, tangible and intangible resources, evaluation and comparison, I have come to the following conclusions, tangible resources will be the basis of the intangible resources, intangible resources is the sublimation of physical resources, both of these combined with the other person to make the company or companies more competitive, with the interpersonal progress and the development of resources, many companies have shifted from the tangible resources to the introduction of intangible resources, tangible resources, most companies will get, however the intangible resources, accumulated by business or the business's long-term thing, others not learn, intangible resources is the essential driving drive of the introduction of the business or venture, in the mobile phone industry, Apple's branded technology in particular enticed worldwide attention, the hotel industry, Though it is an emerging industry, the hotel industry in the past, the focus on physical resources and hardware facilities, while disregarding intangible resources, including the brand, therefore, but with the progress of population, many hotels have regarded the value of intangible resources vigorously develop intangible resources, which will be after the mainstream of enterprise development
