University of Tasmania, Australia

Mr Tony Chapman

Graduate Research Candidate

MBA, M Mgt, FCPA, CPM, B Bus (Acc), AFAMI, GAICD, MIMC

Contact Details

Project title: Successful practices: Configuring intangible assets to create value in Professional Services Firms

Abstract
Professional Services Firms (PSF) play an important and interesting role in the economy. These firms are large employers in a rapidly growing, changing and increasingly scrutinised sector. They are often presented as role models for good organisational practice and tend to be influential; not only in terms of their own prominence, but also in the impact they have on their client organisations.

This research explores the thesis that leading PSF derive superior value as a result of the manner in which they strategically manage their intangible assets including their people and their brand. It draws on existing theory pertaining to the strategic management of firms (specifically, resource-based view and industry analysis) and combines this with brand equity theory to analyse a leading accounting firm in Australia. The outcome will be a case study which improves the body of knowledge in relation to (a) PSF, (b) the configuration of intangible assets to create value and brand equity, and (c) the role of existing and emerging theories, models and practices in these firms.

Keywords
Professional services, professions, strategic management, strategy, value, resource-based view, industry analysis, brand equity, accountant, consultant, intangible assets, knowledge-intensive.