Robert Kaplan and David Norton (2004) state that “intangible assets almost never create value by themselves.” The value of intangible assets is strong only if the intangible assets support the strategy the company is pursuing. For example, consider McDonald’s, which pursues a low-cost strategy. Staff training and knowledge related to process improvements (such as just-in-time [JIT] inventory management and total quality management [TQM]) will be valuable for a company like McDonald’s, since this intangible resource supports the overall strategy of cost leadership.

Describe an example of an intangible asset that might be valuable to each of the following companies:

a. Dell Computers

b. Lululemon Athletica (a high quality athletic clothing company)

c. Canadian Tire

d. Walmart

e. Tim Hortons

f. Research In Motion