Competitiveness measurement system in the advertising sector
Rocío Poveda-Bautista1, Mónica García-Melón2, Doris C Baptista3
1Departamento de Proyectos de Ingeniería, Universitat Politècnica de València, Camino de vera s/n, Valencia, 46022 Spain.
Springerplus
|February 8, 2014
Summary
This study introduces a new method to measure company competitiveness using the Analytic Network Process and Balanced Scorecard. The approach helps businesses understand their market position and improve performance, particularly in the advertising sector.
Area of Science:
- Business Administration
- Management Science
Background:
- Assessing company competitiveness and performance is crucial for strategic planning.
- Existing methods may lack efficiency and reliability in capturing market position.
Purpose of the Study:
- To present a novel approach for measuring company competitiveness and performance.
- To aid managers in understanding their relative market position for improved action plans.
Main Methods:
- Combines the Analytic Network Process (ANP), a multicriteria decision method, with the Balanced Scorecard (BSC).
- Develops a Competitiveness Index based on sector-specific indicators.
Main Results:
- A case study in Venezuela's advertising industry identified key indicators: creativity, innovation, and new technologies.
- The developed Competitiveness Index allows for company ranking within the sector.
Conclusions:
- The integrated ANP-BSC methodology provides a reliable and efficient way to assess competitiveness.
- The findings highlight creativity and innovation as critical drivers for success in the advertising sector.
Related Concept Videos
01:16Response Surface Methodology
904
Response Surface Methodology (RSM) is a collection of statistical and mathematical techniques used to develop, improve, and optimize processes. It is particularly valuable when many input variables or factors potentially influence a response variable.
The process of RSM involves several key steps:
The process of RSM involves several key steps:
904
01:29Self-Evaluation Maintenance Model
423
The Self-Evaluation Maintenance (SEM) model offers a psychological framework to understand how individuals’ self-esteem is influenced by the achievements of others, particularly those with whom they share close personal bonds. The SEM model operates when personal rather than social identity guides individuals. Central to this model is the notion that individuals have an inherent desire to preserve a favorable self-image, which is continuously shaped by interpersonal comparisons and...
423
02:01Factorial Design
13.1K
Factorial Analysis is an experimental design that applies Analysis of Variance (ANOVA) statistical procedures to examine a change in a dependent variable due to more than one independent variable, also known as factors. Changes in worker productivity can be reasoned, for example, to be influenced by salary and other conditions, such as skill level. One way to test this hypothesis is by categorizing salary into three levels (low, moderate, and high) and skills sets into two levels (entry level...
13.1K
01:14Statistical Analysis System (SAS)
1.3K
SAS, short for Statistical Analysis System, is a powerful data analysis, management, and visualization tool. Developed by the SAS Institute in the early 1970s, SAS has evolved into a comprehensive software suite used across various industries for statistical analysis, business intelligence, and predictive modeling.
Applications: SAS finds applications in numerous fields, including healthcare for clinical trial analysis, finance for risk assessment, marketing for customer data analysis, and...
Applications: SAS finds applications in numerous fields, including healthcare for clinical trial analysis, finance for risk assessment, marketing for customer data analysis, and...
1.3K
01:29Measures of Intelligence
13.0K
Psychologists measure intelligence by using standardized tests that produce a score known as the intelligence quotient or IQ. To understand IQ tests, it's important to recognize the key principles behind their construction: validity, reliability, and standardization.
Validity refers to how well a test measures what it claims to measure. An intelligence test should accurately assess intelligence rather than another characteristic, like anxiety. Criterion validity is one way to evaluate this;...
Validity refers to how well a test measures what it claims to measure. An intelligence test should accurately assess intelligence rather than another characteristic, like anxiety. Criterion validity is one way to evaluate this;...
13.0K
02:16Stereotype Content Model
13.1K
The Stereotype Content Model (SCM) was first proposed by Susan Fiske and her colleagues (Fiske, Cuddy, Glick & Xu, 2002; see also Fiske, 2012 and Fiske, 2017). The SCM specifies that when someone encounters a new group, they will stereotype them based on two metrics: warmth—or that group’s perceived intent, and how likely they are to provide help or inflict harm—and competence—or their ability to carry out that objective. Depending on the warmth-competence...
13.1K