紀要論文

Fuzzy Multivariate Approach to Corporate Brand Evaluation

eng

09111247

https://doi.org/10.15002/00002500

19

49

62

2005-03

Version of Record

In the IT industry, intense competition has been carried out among corporations all over the world. In Japan, some corporations have been able to increase sales and production, but unfortunately many others have lost their power to push themselves forward. There are several reasons for this failure. First, we can pinpoint the recession in Japan as well as in the world economy. However, we need to understand the reasons why some corporations were successful in increasing production, even in the midst of recession. In this paper, we analyze detailed data on many representative Japanese corporations in the IT Industry. Today, balance sheets cannot be taken as indicators of corporate performance without taking into account brand value, customers, employees, patents and so on. We analyze Japanese IT corporations with a method that measures intangible assets. In particular, we put stress on the MOT and Brand Image in corporate value. The result of our analysis can explain why some corporations were successful.

Article

AA10459262