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Competitiveness measurement system in the advertising sector

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dc.contributor.author Poveda Bautista, Rocio es_ES
dc.contributor.author García Melón, Mónica es_ES
dc.contributor.author Baptista, Doris C. es_ES
dc.date.accessioned 2015-12-03T12:42:55Z
dc.date.available 2015-12-03T12:42:55Z
dc.date.issued 2013
dc.identifier.issn 2193-1801
dc.identifier.uri http://hdl.handle.net/10251/58500
dc.description.abstract In this paper a new approach to find indicators that can be used to measure companies’ competitiveness and performance in an efficient and reliable way is presented. The aim is to assist managers of companies within a specific industrial sector by providing information about their relative position in the market so as to define better action plans that may improve the company’s performance. The approach combines the use of the Analytic Network Process, a multicriteria decision method, with the Balanced Scorecard. It allows the definition of a number of competitiveness indicators based on the performance and setting of the advertising sector. In this way it is possible to obtain a Competitiveness Index that allows a company to know its relative position with respect to other companies in the sector, and establish a ranking of the companies ordered by their competitiveness level. A case study in the advertising industry of Venezuela is provided. Results show that improvement plans for the agencies analyzed should promote creativity, innovation and the use of new technologies, as a particular form of innovation. These factors were considered to be the most relevant indicators in the advertising sector. The participating experts agreed that the methodology is useful and an improvement over current competitiveness assessment methods. es_ES
dc.language Inglés es_ES
dc.publisher SpringerOpen es_ES
dc.relation.ispartof SpringerPlus es_ES
dc.rights Reconocimiento (by) es_ES
dc.subject Competitiveness measurement system es_ES
dc.subject Measurement indicators es_ES
dc.subject Advertising es_ES
dc.subject Innovation es_ES
dc.subject Analytic Network Process (ANP) es_ES
dc.subject.classification PROYECTOS DE INGENIERIA es_ES
dc.title Competitiveness measurement system in the advertising sector es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.1186/2193-1801-2-438
dc.rights.accessRights Abierto es_ES
dc.contributor.affiliation Universitat Politècnica de València. Departamento de Proyectos de Ingeniería - Departament de Projectes d'Enginyeria es_ES
dc.description.bibliographicCitation Poveda Bautista, R.; García Melón, M.; Baptista, DC. (2013). Competitiveness measurement system in the advertising sector. SpringerPlus. 2(438):1-14. doi:10.1186/2193-1801-2-438 es_ES
dc.description.accrualMethod S es_ES
dc.relation.publisherversion http://dx.doi.org/10.1002/app.3292910.1186/2193-1801-2-438 es_ES
dc.description.upvformatpinicio 1 es_ES
dc.description.upvformatpfin 14 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 2 es_ES
dc.description.issue 438 es_ES
dc.relation.senia 256136 es_ES
dc.identifier.pmid 24505555 en_EN
dc.identifier.pmcid PMC3909146 en_EN
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