The Problem of Measurements in the Economy of Intangibles: Specific Measurement Tools but Holistic Vision - Ecosistema de conocimiento de Corporate Excellence
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Metrics

Insights January 2014

The Problem of Measurements in the Economy of Intangibles: Specific Measurement Tools but Holistic Vision

The fact that intangible assets account for more than 80% of the value of major companies is irrefutable. It is also irrefutable that these assets determine the key features of the new economy that is being born amidst the current crisis. However, a lot still has to be done in order to develop adequate measurement tools and indicators that would be applicable to these assets.

Making progress in the area of measuring the value of brand and corporate reputation and development of measurement tools and indicators that would accurately reflect their true contribution to business value and be widely accepted by the academic and professional communities are the goals of many academics and professionals. This document talks about measurement to improvement of management and business success.

This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other references contains statements made by Macarena Estévez, Partner and Founder of Conento; Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership; and Carmen Dato, Responsible for Competition and Business Intelligence at Vodafone Spain during the discussion titled “New Measurement Frontiers: from Reputation to Client Value” organized by the Anuncios magazine together with Conento and Millward Brown in Madrid, on October 18, 2012.