Assessing the Significance of Intellectual Capital in Retail Trade through Conjoint Analysis
Assessing the Significance of Intellectual Capital in Retail Trade through Conjoint Analysis

Summary/Abstract: In the conditions of widespread application of information and communication technologies, intellectual resources as a result of human intelligence, knowledge and experience are the leading source of development and growth. Intellectual capital, encompassing all the intellectual resources from which businesses derive growth in various forms, is emerging as the leading form of capital today.The aim of this publication is to assess the significance of joint impact and the extent to which elements of intellectual capital contribute to value creation and the establishment of conditions for manifestations of competitive advantages in retail trade.The study was carried out using conjoint analysis. After a brief historical overview of the development of the conjoint analysis methodology, its relationship with the hierarchical process analysis developed by Thomas Saaty is shown and a full profile conjoint analysis is conducted. The necessary data were obtained by carrying out surveys with managers from consumer goods retail chains. Based on the obtained ratings - partial, average, and overall - of the 'utility' and 'importance' categories, conclusions have been drawn regarding the joint impact and the extent to which the elements of intellectual capital contribute to value creation in retail trade.

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