ЗНАЧЕНИЕ НА „НЕВИДИМИТЕ” ЦЕННОСТИ НА КОМПАНИЯТА ЗА ИЗМЕРВАНЕ НА КОНКУРЕНТНОТО ПРЕДСТАВЯНЕ
THE SIGNIFICANCE OF “INTANGIBLE VALUES” OF THE COMPANY FOR MEASUREMENT OF COMPETITIVE PERFORMANCE

Summary/Abstract: Competitiveness and its stability are crucial for the successful existence of any organization. To achieve this important are "tangible"/ material resources, financial indicators, etc. /and "intangible" values/ corporate culture, reputation, corporate image, etc./ of the company, the measurement of which is critical to their proper management. There are different approaches to measure the competitive performance of the presumption being that when corporate strategy is understandable for the employees, visualized with specific indicators and relationships, they have the opportunity to seek more devoted to its successful realization. One of these methods is Kaplan & Norton's The Balanced Scorecard, the application of which is presented on the example of a real Bulgarian company.

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