Intangible resources can exist at different levels of an enterprise, such as human resources, teams, functions, processes, projects or the whole organization. According to the different required capabilities, the competitiveness from intangible resources can be divided into three levels: first, the competitiveness of business capabilities, which is mainly related to the efficiency of the production process. Competitive advantage can be obtained through scale, experience and replacing labor with capital. Another way of competition is the competition of entrepreneurial ability, which comes from the new combination of organization and business. The competition between management ability and entrepreneur ability can be understood through the activity-based viewpoint in strategic management theory, such as Porter's discussion on cost leadership and product difference: cost leadership strategy embodies the competitive advantage of management ability, while product difference strategy is closely related to the competition of entrepreneur ability. The third category of intangible resources competitiveness, that is, the ability competition to effectively mobilize some intangible resources that are not completely tradable by signing contracts, is called signing competitiveness.
Composition of intangible resources of enterprises
Enterprises as social and economic organizations. At the same time, it has tangible resources such as factories, venues, equipment and funds. It also has all kinds of intangible resources that are difficult to measure and grasp. Such as trademark right, patent right, proprietary technology, customer relationship, corporate image and corporate culture, these intangible resources play an indispensable role in the production and operation of enterprises.
1, trademark right. A trademark is a sign used to identify a specific commodity or service. Refers to the right to use a specific name or design on a specific commodity or product, which generally includes the right to exclusive use and the right to prohibit.
2. Patent right. Patent right refers to the exclusive right granted by the national patent authority to the applicant for a patent for invention and creation within a certain period of time. Patents generally include invention patents, utility model patents and design patents. Patents have a valid period stipulated by law. In China, the patent for invention is 20 years, and the patent for utility model and design is 1O years. Anyone can freely use a patent that has exceeded the legal validity period. Patent rights generally have the characteristics of specificity, duration and profitability.
3. Know-how. Proprietary technology refers to all kinds of technologies and experiences that are not known to the outside world and are adopted in production and business activities and do not enjoy legal protection. Generally speaking, it includes industrial know-how, commercial trade know-how and management know-how.
4. Corporate image. Corporate image usually refers to the public's evaluation, belief and attitude towards an enterprise and its products. Mainly including popularity and reputation, it is the integration of enterprise values, management and technology, and it is the great potential behind the production and operation activities of enterprises.
5. Customer relationship. Customer relationship usually refers to the relationship between customers who buy enterprise products and sales, service and manufacturing enterprises in long-term exchanges and * * * events. This relationship is intangible and has a great influence on the promotion of enterprise product sales.
6. Corporate culture. Corporate culture refers to corporate ideology with corporate values as its core, including corporate values, business philosophy, corporate spirit, business policy, corporate purpose, corporate rules and regulations, and employee code of conduct.