Brands, patents can protect firms from bankruptcy
Friday, June 19, 2015 - 20:30
in Mathematics & Economics
If a firm faces troubled times during a stable market, strong advertising can carry it through. But when the market is turbulent, a firm's R&D is more likely to help save it from bankruptcy. A new study shows that 'intangible assets' built with branding and patents helps protect firms from bankruptcy but their effectiveness depends on the market climate.