By: Rogerio Domenge
ITAM
The modern company faces complex situations that require not just short-term day-to-day decisions, but also strategic decisions whose impact will be felt over the long term. Short-term decisions, based on criteria like operating efficiency and effectiveness, are generally reactive in nature, intended to correct some problem. For example, a reduction in sales, an increase in the number of service quality claims or complaints about product defects. In contrast, strategic decisions have to do with the company’s long-term vision, and must take into account the circumstances and dynamics surrounding the company, as well as their impact on it.
Customer Equity, or the Value of Customers
By: Philippe Bisson
ITAM
1. Intangible assets
Intangible assets are those that a company normally does not enter on its balance sheet. In recent years, many companies have invested heavily in marketing programs, and minor amounts in fixed productive assets (which are entered on the books in the form of depreciation). The book value of a company does not take this value or equity into account. The most common intangible assets are the following:
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