Incorporando los riesgos del siglo XXI en la valuación de marcas
Los intangibles son los activos más valiosos de las compañías. Sin embargo, los métodos tradicionales de valuación de marcas, desarrollados en el siglo XX, no incorporan los riesgos asociados con la globalización, el empoderamiento de los consumidores y las mayores exigencias de la sociedad a las empresas. Se propone una metodología para cuantificar los riesgos del “diálogo social” y su impacto en la reputación y en los negocios de las marcas e industrias, así como para calificar la calidad de sus políticas de sostenibilidad. De esta manera se miden más acertadamente los riesgos de marca y se obtiene una valuación que refleja las condiciones de operación del siglo XXI.
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Incorporando los riesgos del siglo XXI en la valuación de marcas kpmg International. Sustainable insight. The essentials of materiality assessment, 2016. Perrier, Raymon & Stobart, Paul (ed). Brand valuation. Londres: Premier Books, 1997. isbn: 978-1900617000. Pananond, Pavida. Breakout multinationals: Emerging-market multinationals in global value chains. En M. Demirbag & A. Yaprak (eds.). Handbook of emerging market multinational corporations. Northampton, MA: Edward Elgar Publishing, 2015. isbn: 978-1782544999. Nielsen. The sustainability imperative. New insights on consumer expectations. New York, NY: The Nielsen Company. 2015. Mudambi, Ram. Location, control and innovation in knowledge-intensive industries. Journal of Economic Geography. Oxford: Oxford University Press. 2008, 8(5), pp. 699-725. issn: 1468-2702. Morgan, Stanley. Sustainable reality. Understanding the performance of sustainable investment strategies. New York: Morgan Stanley Institute for Sustainable Investing, 2015. Mard, Michael; Hitchner, James & Hyden, Steven. Valuation for financial reporting. 2.a ed. Hoboken NJ: John Wiley and Sons, 2007. isbn: 978-0-471-68041-3. Mainwaring, Simon. We first: How brands and consumers use Social Media to build a better world. New York: St Martin’s Press, 2011. isbn: 0230110266. Landes, William & Posner, Richard. The economic structure of intellectual property law. Cambridge, MA: Harvard University Press, 2003. isbn: 9780674012042. Label Insight. How consumer demand for transparency is shaping the food industry. The 2016 Label Insight Food Revolution Study. Chicago IL: Label Insight, 2016. Khan, Mozaffar; Serafeim, George & Yoon, Aaron. Corporate sustainability: First evidence on materiality [Working Paper 15-073]. Boston: Harvard Business School, 2015. Pombo, Luis Carlos. Estándares de valuación de activos intangibles de propiedad intelectual. Bogotá: Universidad Externado de Colombia, 2015. isbn: 9789587723458. Keller, Kevin. Strategic brand management: Building, measuring and managing brand equity. Upper Saddle River, NJ; Prentice Hall, 1998. isbn: 9780131201156. IDC. Data Tracker database on the smartphone industry, 2005-2015. Boston, MA: International Data Corporation, 2016. Hubbard, Douglas. How to measure anything. 3.a ed. Hoboken, NJ: John Wiley and Sons, 2014. isbn: 978-1118539279. Guerrero, José Manuel. Normas internacionales de información financiera, niif. Bogotá: Universidad Externado de Colombia, 2015. isbn: 9789587724370. GRI (Global Reporting Initiative). G4 Sustainability Reporting Guidelines, 2016. Gidwani, Bahar. The link between brand value and sustainability. The Conference Board, Oct 2013. Gereffi, Gary; Humphrey, John & Sturgeon, Timothy. The governance of global value chains. Review of International Political Economy. UK: Routledge, 2005, 12(1), pp. 78-104. issn: 0969-2290. Gereffi, Gary; Humphrey, John; Kaplinsky, Raphael & Sturgeon, Timothy. Introduction: Globalization, value chains and development. ids Bulletin, 2001, 32(3), pp. 1-8. Online issn: 1759-5436. Gereffi, Gary. Global production systems and Third World development. In B. Stallings (ed.). Global change, regional response: The new international context of development. Cambridge: Cambridge University Press, 1995. isbn: 978-0521478069. Friedman, Milton. The social responsibility of business is to increase its profits. The New York Times Magazine [en línea], 13 de septiembre de 1970. issn: 0028-7822. Poltorak, Alexander & Lerner, Paul. Essentials of intellectual property. 1.a ed. New York: John Wiley and Sons, 2002. isbn: 9780471273295. Rengifo, E. Propiedad intelectual: el moderno derecho de autor. 2.a ed. Bogotá: Universidad Externado de Colombia, 1997. isbn: 9789586162777. Elkin-Koren, Niva. Copyright law and social dialogue on the information superhighway: The case against copyright liability of bulletin board operators. Williams, Freya. Green giants. How smart companies turn sustainability into billiondollar business. New York: Amacom, 2015. isbn: 978-0814436134. Text http://purl.org/coar/access_right/c_abf2 info:eu-repo/semantics/openAccess http://purl.org/coar/version/c_970fb48d4fbd8a85 info:eu-repo/semantics/publishedVersion http://purl.org/redcol/resource_type/ARTREF http://purl.org/coar/resource_type/c_6501 info:eu-repo/semantics/article Zadek, Simon. The path to corporate responsibility. Harvard Business Review [en línea]. Boston, MA: Harvard Business School Publishing, 2004, 82. issn: 0017-8012. wbcsd (World Business Council for Sustainable Development) & unep FI (United Nations Environment Programme Finance Initiative). Translating esg into sustainable business value: Key insights for companies and investors. Report from an International Workshop Weries of the wbcsd and unep FI, unep FI: Geneva, Switzerland. Conches-Geneva, Switzerland: unp and wbcsd, 2010. Rengifo, Ernesto y Pombo, Luis Carlos. Valuación de activos intangibles de propiedad intelectual. Bogotá: Universidad Externado de Colombia, 2015. isbn: 9789587724165. Torres, Leonidas. La importancia de los activos intangibles en la sociedad del conocimiento. Revista La Propiedad Inmaterial. Bogotá: Universidad Externadode Colombia, 2004, (18), pp. 5-34. issn: 1657-1959. The Economist. Consumer goods. Invasion of the bottle snatchers: Smaller rivals are assaulting the world’s biggest brands. The Economist, July 19th, 2016. issn: 0013-0613. Sustainable Brands. 22 Research Studies Proving the roi of Sustainability. San Francisco, CA: Sustainable Brands, 2016. Slotje, Daniel (ed.). Economic damages in intellectual property. NJ: John Wiley and Sons, 2006. isbn: 978-0-471-79341-0. Shrum, Larry J. Media consumption and perceptions of social reality. Effects of underlying processes. En J. Bryant & D. Zillman. Media effects: Advances in theory and research. NJ: lea Publishers, 2002. isbn: 9780805838633. SASB (Sustainability Accounting Standards Board). Food Retailers & Distributors. San Francisco CA: sasb, 2015. Samper, Luis F.; Giovanucci, Daniele y Marques Vieira, Luciana. The powerful role of intangibles in coffee value chains: Emerging solutions to grow value and distribute it more equitably [wipo Economic Research Working Paper n.o 39], noviembre de 2017. Samper, Luis F. Marcas y sostenibilidad, ¿hacia dónde vamos? Portafolio [en línea], 27 de septiembre de 2016. issn: 0123-6326. Salinas, Gabriela. Valoración de marcas. Barcelona: Ediciones Deusto, 2007. isbn: 9788423425211. Roberts, Kevin. Lovemarks the future beyond brands. New York: Powerhouse Books, 2005. isbn: 978-1576872703. Fallows, James. China makes, the world takes. The Atlantic Magazine [en línea], julio/agosto, 2007. Cardozo Arts & Entertainment Law Journal. New York: Benjamin N. Cardozo School of Law, 1994, 13. Edmans, Alex; Lucius, Li & Zhang, Chendi. (2014). Employee satisfaction, labor market flexibility, and stock returns around the world [Finance Working Paper n.o 433/2014]. Brussels: European Corporate Governance Institute (ecgi), 2014. https://revistas.uexternado.edu.co/index.php/propin/article/view/5196 Los intangibles son los activos más valiosos de las compañías. Sin embargo, los métodos tradicionales de valuación de marcas, desarrollados en el siglo XX, no incorporan los riesgos asociados con la globalización, el empoderamiento de los consumidores y las mayores exigencias de la sociedad a las empresas. Se propone una metodología para cuantificar los riesgos del “diálogo social” y su impacto en la reputación y en los negocios de las marcas e industrias, así como para calificar la calidad de sus políticas de sostenibilidad. De esta manera se miden más acertadamente los riesgos de marca y se obtiene una valuación que refleja las condiciones de operación del siglo XXI. Samper, Luis Fernando Valor de marca intangibles diálogo social riesgo de marca sostenibilidad metodologías de valuación 24 Núm. 24 , Año 2017 : Julio-Diciembre Artículo de revista text/html Centro de Estudios de la Propiedad Intelectual Revista La Propiedad Inmaterial application/pdf Español BBC. Lo que se sabe del escándalo en Brasil con la carne podrida que era “maquillada” para ser exportada, 2017. Eccles, Robert G.; Ioannou, Ioannis & Serafeim, George. The impact of corporate sustainability on organizational processes and performance. Management Science. Catonsville, Maryland: informs, 2014, 60(11), pp. 2835-2857. issn: 1526-5501 (Online). Di Somma, Mark. Will customers forgive your brand? 18 de abril de 2016. Deloitte. The 2016 Deloitte Millennial Survey: Winning over the next generation of leaders. Dedrick, Jason & Kraemer, Kenneth. Intangible assets and value capture in global value chains: The smartphone industry – Mimeo, 2017. Davis, Scott. Brand asset management. San Francisco: Jossey Bass, 2002. isbn: 978-0-7879-6394-1. Contractor, Farok; Kumar, Vikas; Kundu, Sumit K. & Pedersen, Torben. Reconceptualizing the firm in a world of outsourcing and offshoring: The organizational and geographical relocation of high-value company functions. Journal of Management Studies, 2010, 47(8), pp. 1417-1433. issn: 1467-6486. Bryant, Jennings & Zillman, Dolf. Media effects: Advances in theory and research. Mahwah, NJ: lea Publishers, 2002. isbn: 9780805838633. Brat, Ilan & Ģasparro, Annie. El origen de los ingredientes se vuelve una prioridad para las empresas de alimentos. Wall Street Journal [en línea], 17 de marzo de 2016. issn: 0099-9660. Berman, Bruce (ed.). Making innovation pay. NJ: John Wiley and Sons. Hoboken, 2006. isbn: 978-0471733379. Berger, Jonah. Contagious – Why things catch on. New York, NY: Simon & Schuster, 2013. isbn: 978-1451686586. Publication https://creativecommons.org/licenses/by-nc-sa/4.0/ Aaker, David. Managing brand equity. New York: Free Press, 1991. isbn: 978-0029001011. Journal article intangibles Intangibles are the most valuable assets of companies. However, the traditional methods applied to the valuation of brands, developed in the twentieth century, do not incorporate the greater risks associated with globalization, the empowerment of consumers and the greater demands of society on companies. The article proposes a methodology to quantify the “social dialogue risks”, and their impact on the reputation of business of brands and industries, and to measure the quality of their sustainability policies. In this way, brand risks are more accurately measured, and a valuation is obtained that reflects the reality of the 21st century. Measuring 21st- century risks in brand valuation Brand value valuation methodologies social dialogue brand risks sustainability 2017-12-12T00:00:00Z https://revistas.uexternado.edu.co/index.php/propin/article/download/5196/6333 https://doi.org/10.18601/16571959.n24.02 51 27 1657-1959 2346-2116 2017-12-12 2017-12-12T00:00:00Z 10.18601/16571959.n24.02 https://revistas.uexternado.edu.co/index.php/propin/article/download/5196/6263 |
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country_str |
Colombia |
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Revista La Propiedad Inmaterial |
title |
Incorporando los riesgos del siglo XXI en la valuación de marcas |
spellingShingle |
Incorporando los riesgos del siglo XXI en la valuación de marcas Samper, Luis Fernando Valor de marca intangibles diálogo social riesgo de marca sostenibilidad metodologías de valuación intangibles Brand value valuation methodologies social dialogue brand risks sustainability |
title_short |
Incorporando los riesgos del siglo XXI en la valuación de marcas |
title_full |
Incorporando los riesgos del siglo XXI en la valuación de marcas |
title_fullStr |
Incorporando los riesgos del siglo XXI en la valuación de marcas |
title_full_unstemmed |
Incorporando los riesgos del siglo XXI en la valuación de marcas |
title_sort |
incorporando los riesgos del siglo xxi en la valuación de marcas |
title_eng |
Measuring 21st- century risks in brand valuation |
description |
Los intangibles son los activos más valiosos de las compañías. Sin embargo, los métodos tradicionales de valuación de marcas, desarrollados en el siglo XX, no incorporan los riesgos asociados con la globalización, el empoderamiento de los consumidores y las mayores exigencias de la sociedad a las empresas. Se propone una metodología para cuantificar los riesgos del “diálogo social” y su impacto en la reputación y en los negocios de las marcas e industrias, así como para calificar la calidad de sus políticas de sostenibilidad. De esta manera se miden más acertadamente los riesgos de marca y se obtiene una valuación que refleja las condiciones de operación del siglo XXI.
|
description_eng |
Intangibles are the most valuable assets of companies. However, the traditional methods applied to the valuation of brands, developed in the twentieth century, do not incorporate the greater risks associated with globalization, the empowerment of consumers and the greater demands of society on companies. The article proposes a methodology to quantify the “social dialogue risks”, and their impact on the reputation of business of brands and industries, and to measure the quality of their sustainability policies. In this way, brand risks are more accurately measured, and a valuation is obtained that reflects the reality of the 21st century.
|
author |
Samper, Luis Fernando |
author_facet |
Samper, Luis Fernando |
topicspa_str_mv |
Valor de marca intangibles diálogo social riesgo de marca sostenibilidad metodologías de valuación |
topic |
Valor de marca intangibles diálogo social riesgo de marca sostenibilidad metodologías de valuación intangibles Brand value valuation methodologies social dialogue brand risks sustainability |
topic_facet |
Valor de marca intangibles diálogo social riesgo de marca sostenibilidad metodologías de valuación intangibles Brand value valuation methodologies social dialogue brand risks sustainability |
citationissue |
24 |
citationedition |
Núm. 24 , Año 2017 : Julio-Diciembre |
publisher |
Centro de Estudios de la Propiedad Intelectual |
ispartofjournal |
Revista La Propiedad Inmaterial |
source |
https://revistas.uexternado.edu.co/index.php/propin/article/view/5196 |
language |
Español |
format |
Article |
rights |
http://purl.org/coar/access_right/c_abf2 info:eu-repo/semantics/openAccess https://creativecommons.org/licenses/by-nc-sa/4.0/ |
references |
kpmg International. Sustainable insight. The essentials of materiality assessment, 2016. Perrier, Raymon & Stobart, Paul (ed). Brand valuation. Londres: Premier Books, 1997. isbn: 978-1900617000. Pananond, Pavida. Breakout multinationals: Emerging-market multinationals in global value chains. En M. Demirbag & A. Yaprak (eds.). Handbook of emerging market multinational corporations. Northampton, MA: Edward Elgar Publishing, 2015. isbn: 978-1782544999. Nielsen. The sustainability imperative. New insights on consumer expectations. New York, NY: The Nielsen Company. 2015. Mudambi, Ram. Location, control and innovation in knowledge-intensive industries. Journal of Economic Geography. Oxford: Oxford University Press. 2008, 8(5), pp. 699-725. issn: 1468-2702. Morgan, Stanley. Sustainable reality. Understanding the performance of sustainable investment strategies. New York: Morgan Stanley Institute for Sustainable Investing, 2015. Mard, Michael; Hitchner, James & Hyden, Steven. Valuation for financial reporting. 2.a ed. Hoboken NJ: John Wiley and Sons, 2007. isbn: 978-0-471-68041-3. Mainwaring, Simon. We first: How brands and consumers use Social Media to build a better world. New York: St Martin’s Press, 2011. isbn: 0230110266. Landes, William & Posner, Richard. The economic structure of intellectual property law. Cambridge, MA: Harvard University Press, 2003. isbn: 9780674012042. Label Insight. How consumer demand for transparency is shaping the food industry. The 2016 Label Insight Food Revolution Study. Chicago IL: Label Insight, 2016. Khan, Mozaffar; Serafeim, George & Yoon, Aaron. Corporate sustainability: First evidence on materiality [Working Paper 15-073]. Boston: Harvard Business School, 2015. Pombo, Luis Carlos. Estándares de valuación de activos intangibles de propiedad intelectual. Bogotá: Universidad Externado de Colombia, 2015. isbn: 9789587723458. Keller, Kevin. Strategic brand management: Building, measuring and managing brand equity. Upper Saddle River, NJ; Prentice Hall, 1998. isbn: 9780131201156. IDC. Data Tracker database on the smartphone industry, 2005-2015. Boston, MA: International Data Corporation, 2016. Hubbard, Douglas. How to measure anything. 3.a ed. Hoboken, NJ: John Wiley and Sons, 2014. isbn: 978-1118539279. Guerrero, José Manuel. Normas internacionales de información financiera, niif. Bogotá: Universidad Externado de Colombia, 2015. isbn: 9789587724370. GRI (Global Reporting Initiative). G4 Sustainability Reporting Guidelines, 2016. Gidwani, Bahar. The link between brand value and sustainability. The Conference Board, Oct 2013. Gereffi, Gary; Humphrey, John & Sturgeon, Timothy. The governance of global value chains. Review of International Political Economy. UK: Routledge, 2005, 12(1), pp. 78-104. issn: 0969-2290. Gereffi, Gary; Humphrey, John; Kaplinsky, Raphael & Sturgeon, Timothy. Introduction: Globalization, value chains and development. ids Bulletin, 2001, 32(3), pp. 1-8. Online issn: 1759-5436. Gereffi, Gary. Global production systems and Third World development. In B. Stallings (ed.). Global change, regional response: The new international context of development. Cambridge: Cambridge University Press, 1995. isbn: 978-0521478069. Friedman, Milton. The social responsibility of business is to increase its profits. The New York Times Magazine [en línea], 13 de septiembre de 1970. issn: 0028-7822. Poltorak, Alexander & Lerner, Paul. Essentials of intellectual property. 1.a ed. New York: John Wiley and Sons, 2002. isbn: 9780471273295. Rengifo, E. Propiedad intelectual: el moderno derecho de autor. 2.a ed. Bogotá: Universidad Externado de Colombia, 1997. isbn: 9789586162777. Elkin-Koren, Niva. Copyright law and social dialogue on the information superhighway: The case against copyright liability of bulletin board operators. Williams, Freya. Green giants. How smart companies turn sustainability into billiondollar business. New York: Amacom, 2015. isbn: 978-0814436134. Zadek, Simon. The path to corporate responsibility. Harvard Business Review [en línea]. Boston, MA: Harvard Business School Publishing, 2004, 82. issn: 0017-8012. wbcsd (World Business Council for Sustainable Development) & unep FI (United Nations Environment Programme Finance Initiative). Translating esg into sustainable business value: Key insights for companies and investors. Report from an International Workshop Weries of the wbcsd and unep FI, unep FI: Geneva, Switzerland. Conches-Geneva, Switzerland: unp and wbcsd, 2010. Rengifo, Ernesto y Pombo, Luis Carlos. Valuación de activos intangibles de propiedad intelectual. Bogotá: Universidad Externado de Colombia, 2015. isbn: 9789587724165. Torres, Leonidas. La importancia de los activos intangibles en la sociedad del conocimiento. Revista La Propiedad Inmaterial. Bogotá: Universidad Externadode Colombia, 2004, (18), pp. 5-34. issn: 1657-1959. The Economist. Consumer goods. Invasion of the bottle snatchers: Smaller rivals are assaulting the world’s biggest brands. The Economist, July 19th, 2016. issn: 0013-0613. Sustainable Brands. 22 Research Studies Proving the roi of Sustainability. San Francisco, CA: Sustainable Brands, 2016. Slotje, Daniel (ed.). Economic damages in intellectual property. NJ: John Wiley and Sons, 2006. isbn: 978-0-471-79341-0. Shrum, Larry J. Media consumption and perceptions of social reality. Effects of underlying processes. En J. Bryant & D. Zillman. Media effects: Advances in theory and research. NJ: lea Publishers, 2002. isbn: 9780805838633. SASB (Sustainability Accounting Standards Board). Food Retailers & Distributors. San Francisco CA: sasb, 2015. Samper, Luis F.; Giovanucci, Daniele y Marques Vieira, Luciana. The powerful role of intangibles in coffee value chains: Emerging solutions to grow value and distribute it more equitably [wipo Economic Research Working Paper n.o 39], noviembre de 2017. Samper, Luis F. Marcas y sostenibilidad, ¿hacia dónde vamos? Portafolio [en línea], 27 de septiembre de 2016. issn: 0123-6326. Salinas, Gabriela. Valoración de marcas. Barcelona: Ediciones Deusto, 2007. isbn: 9788423425211. Roberts, Kevin. Lovemarks the future beyond brands. New York: Powerhouse Books, 2005. isbn: 978-1576872703. Fallows, James. China makes, the world takes. The Atlantic Magazine [en línea], julio/agosto, 2007. Cardozo Arts & Entertainment Law Journal. New York: Benjamin N. Cardozo School of Law, 1994, 13. Edmans, Alex; Lucius, Li & Zhang, Chendi. (2014). Employee satisfaction, labor market flexibility, and stock returns around the world [Finance Working Paper n.o 433/2014]. Brussels: European Corporate Governance Institute (ecgi), 2014. BBC. Lo que se sabe del escándalo en Brasil con la carne podrida que era “maquillada” para ser exportada, 2017. Eccles, Robert G.; Ioannou, Ioannis & Serafeim, George. The impact of corporate sustainability on organizational processes and performance. Management Science. Catonsville, Maryland: informs, 2014, 60(11), pp. 2835-2857. issn: 1526-5501 (Online). Di Somma, Mark. Will customers forgive your brand? 18 de abril de 2016. Deloitte. The 2016 Deloitte Millennial Survey: Winning over the next generation of leaders. Dedrick, Jason & Kraemer, Kenneth. Intangible assets and value capture in global value chains: The smartphone industry – Mimeo, 2017. Davis, Scott. Brand asset management. San Francisco: Jossey Bass, 2002. isbn: 978-0-7879-6394-1. Contractor, Farok; Kumar, Vikas; Kundu, Sumit K. & Pedersen, Torben. Reconceptualizing the firm in a world of outsourcing and offshoring: The organizational and geographical relocation of high-value company functions. Journal of Management Studies, 2010, 47(8), pp. 1417-1433. issn: 1467-6486. Bryant, Jennings & Zillman, Dolf. Media effects: Advances in theory and research. Mahwah, NJ: lea Publishers, 2002. isbn: 9780805838633. Brat, Ilan & Ģasparro, Annie. El origen de los ingredientes se vuelve una prioridad para las empresas de alimentos. Wall Street Journal [en línea], 17 de marzo de 2016. issn: 0099-9660. Berman, Bruce (ed.). Making innovation pay. NJ: John Wiley and Sons. Hoboken, 2006. isbn: 978-0471733379. Berger, Jonah. Contagious – Why things catch on. New York, NY: Simon & Schuster, 2013. isbn: 978-1451686586. Aaker, David. Managing brand equity. New York: Free Press, 1991. isbn: 978-0029001011. |
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