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Information technology has greatly changed the economy and intangible assets have become dominant value drivers of multinationals' business. Firm-specific intangibles challenge the time-honoured arm's length principle. The OECD's Action Plan on Base Erosion and Profit Shifting addresses this...
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Optimierte Budgetallokation im Marketing "beyond media" -- Quantitative Berücksichtigung der Langzeitwirkung von Marketingmaßnahmen -- Auf die richtige Balance kommt es an: Image- vs. Performance-Marketing -- Exkurs I: Was passiert beim Abschalten aller Werbung, zum Beispiel in einer...
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