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1、Futures,Vol.29,No.1,pp.33-45,1997Pergamon01997ElsevierScienceLtdAllrightsreserved.PrintedinGreatBritain001&3287/97$17.00+0.00PII:SO016-3287(96)00064-XINTANGIBLESThesoftsideofinnovationPimdenHertog,RobBilderbeekandSvenMalthaThesoftsideoftheinnovationproce
2、ssiseasilyignored.Nonethelessitiscru-cialinunderstandingthecomplexityofinnovationprocessesandcompeti-tivenessinaknowledge-based,de-materializedeconomy.Thisarticlefocusesonintangibleinvestmentsasacomponentofthissoftsideofinnovationpractice.First,wewillint
3、roduceanddiscusstheconceptandmeaningofintangibleinvestments.Next,wewillillustratethegrowingsignificanceofintangiblesbyconsideringexamplesfromfiveindustries(producingclothesandfashion,flow-ers,beer,publishingandfinancialservices).Synthesizingtheresultsfro
4、mthesefivecases,wewilllinktheroleofintangibleinvestmentswithservicefunctionsininnovationpractice.Finally,wewilldiscusssomeemergingimplicationsforbothfuturebusinessstrategyandpolicy-making.01997ElsevierScienceLtdKnowledge,de-materializationandserviceactiv
5、itiesKnowledge-basedeconomiesareentangledinanongoingprocessof‘de-materialization’:thecoststructureofgoodsisincreasinglydominatedbyintangibleelements.’Common‘intangible’componentsofproductionare,forinstance,quality(assuranceandcontrol),researchanddevelopm
6、ent,(productand/orprocess)design,marketing,logisticalplan-ning,distribution,licensing,trainingandservicing.Manyofthesecomponentspredomi-nantlyhaveaservicecharacter.*Moreover,mostofthemaregearedtowardsunderstand-TheauthorsmaybecontactedatTN0CentreforTechn
7、ologyandPolicyStudies,P.O.Box501,7300AMApeldoorn,TheNetherlands(Tel:+31.55.5493500;fax:+31.55.5421458;e-mail:denHertog@stb.tno.nl,Bilderbeek@stb.tno.nl,Malta@stb.tno.nl).ThisarticleisprimarilybasedonastudyperformedfortheEuropeanCommission(DC1II.A;cfr.Bil
8、derbeek,Rob,DanyJacobs,SvenMalthaandPimdenHertog(1995),immateriallnvesfmenrsasaninnovativeFactor.ResearchforECDCIIIA.3.Apeldoorn(NL):TN0STBCentreforTech-nologyandPolicyStudies).33Intangibles:PdenHerfogetal.ingclientneedsbe
