So far, marketing and human resource managers have only been partially successful in providing evidence of the contribution of brands and employees to success. This exposes both areas to the risk of being increasingly downgraded to cost factors and losing their influence within the company. Based on cross-industry panel data, Arnd Vomberg examines in two empirical studies the impact of brands and employees on corporate value, demonstrating their positive effect as well as interactions between them. The Institute for Market-Oriented Management (IMU) was newly established at the University of Mannheim in 1999. It serves as a platform for application-oriented research and as a forum for dialogue between science and practice. The aim of this series of publications is to disseminate scientific findings that are relevant to market-oriented management.