Marier technologies et marques pour un cycle de vie. Le cas des routeurs de Cisco

Klaus Jennewein, Thomas Durand and Alexander Gerybadze

Revue française de gestion, 2007, vol. n° 177, issue 8, 57-82

Abstract: The paper deals with the use of brands as a way to support and extend technological assets and innovations in a HiTech context. The case of Cisco Systems is presented to discuss how technological innovations at Cisco were first protected via patents and secrecy, while permitting the development of a strong brand name. In turn, that brand and the reputation progressively built around the Cisco name made it possible to attract and retain talented technologists, including in the case of acquisitions. This thus contributed to further protect IP and technological assets for subsequent innovations. And these innovations contributed to reinforce the brand in return.

Date: 2007
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