KPI de creación de valor a largo plazo y marca corporativa para el ‘management’: reflexiones sobre la situación en España y propuesta de indicadores

  • Mayte Benlloch Osuna Universitat Jaume I de Castellón
  • Cristina Álvarez Villanueva Universitat Jaume I de Castellón
Keywords: KPI; branding; indicators matrix; intangible; stakeholders, KPI, marca corporativa, matriz de indicadores, intangible, públicos de interés.

Abstract

The corporate brand management becomes a strategic level in the value creation process and in the generation of a competitive advantage of a company. Using measurement indicators is the key to successful business management. However, those who offer economic results are mainly used nowadays although they are not always enough to help in making strategic decisions. They require the complement of other indicators, non-financial, which reflect the corporate brand performance.

The present article is the result of a thorough investigation which invites to reflect on the existing value performance indicators and their usefulness, specially taking care of those who can provide additional information to the financial community. A top ten of the most relevant is also extracted.

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Author Biographies

Mayte Benlloch Osuna, Universitat Jaume I de Castellón

Profesora colaboradora en la Universitat Jaume I de Castellón (España).

Cristina Álvarez Villanueva, Universitat Jaume I de Castellón

Doctora en Comunicación por la Universitat Jaume I de Castellón (España).

Published
2014-06-30
How to Cite
Benlloch Osuna, M., & Álvarez Villanueva, C. (2014). KPI de creación de valor a largo plazo y marca corporativa para el ‘management’: reflexiones sobre la situación en España y propuesta de indicadores. Harvard Deusto Business Research, 3(1), 37-46. https://doi.org/10.3926/hdbr.46
Section
Articles