Rhino-Rack make durable and easy-to-use roof racks, luggage boxes, bike carriers, kayak carriers, load securing accessories and more.

The company has built it’s reputation by focusing on R&D to create a strong intangible asset portfolio that in turn creates products that stand head and shoulders above their competitors.

In this episode of EverEdge’s Intangible Edge podcast, EverEdge Managing Director Michael Masterson speaks to Ernesto Fernandez, Chief Intangible Asset Officer and General Manager – Strategy at Rhino-Rack, regarding how the company identified the true hidden value within Rhino-Rack and leveraged it to drive revenue and build a competitive edge.


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