..., market, process, behavior, and strategic level. © Emerald Group Publishing Limited 2015 Innovation Communication Intangible assets Multinationals Annual reports Modern organizations must continuously adapt to today’s highly dynamic environment (Salavou, 2004). Internally...

..., knowledge brand and reputation attributes is understood as being part of the value of companies. Stakeholder relationships are intangible assets and there is a significant body of opinion that identifies intangible assets as a major driver in the global economy, corporate survival and success...

... with the difficulties of accounting for these intangible assets, of which the goodwill resulting from public relations activity is one. The social and political context within which value is recognised is one that currently prevents public relations practitioners from ascribing value to the products...