Business and Management in the Age of Intangible Capitalism

CHAPTER 9

Consumption, Marketing, and Innovation

Introduction

Consumption, marketing, and innovation are pivotal business functions significantly impacted by the ascendance of intangible assets. In this chapter, we propose that the intangible economy has ushered in a new paradigm of consumption, where consumers play a central role in the production process. Additionally, we explore the phenomena of market intangiblization, hyperreality, and delusion within this novel economic landscape, explaining how intangible assets reshape innovation and design. The abundance of intangible products in the intangible economy emphasizes the crucial marketing task of capturing consumer attention.

Capitalizing on Data

In the intangible economy, businesses strategically ...