Chapter 4: intellectual assets

Nordstrom continues to strive for excellence when it comes to creating a brand that differentiates themselves from the competitors. Through Nordstrom’s intellectual assets, they maximize the best method to create a competitive advantage. One of the biggest ways Nordstrom does this is through the use of technology. Nordstrom constantly evolves with the fast-paced world of changing technology; they successfully adapt to their environment using ways to benefit the stakeholders. Nordstrom offers a credit card that not only encourages customers to shop more at Nordstrom, but also enables an easier way for customers to track purchases while simultaneously creating a stream of rewards. Nordstrom also uses the Personal Book. The Personal Book is Nordstrom’s way to track customers using confidential and voluntary information. The Personal Books helps both Nordstrom and the customer with notification on altercations, orders, repairs and more. Nordstrom’s use of creativity within the personalize system allows a better understanding of customers on an individual basis to assist in knowing what types of product and brands are most popular to maximize a competitive advantage. Nordstrom has created a name brand that portrays class, value, and commitment to providing the best customer service to customers through the use of their intellectual assets.