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Proceedings of the 12th European Conference on Knowledge ...

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Camilo Augusto Sequeira and Eloi Fernández y Fernández<br />

previously established and cross-referenced with <str<strong>on</strong>g>the</str<strong>on</strong>g> three categories. When answered, <str<strong>on</strong>g>the</str<strong>on</strong>g> questi<strong>on</strong>s<br />

provide a percentage indicati<strong>on</strong> that points to <str<strong>on</strong>g>the</str<strong>on</strong>g> category to which <str<strong>on</strong>g>the</str<strong>on</strong>g> asset is most closely related.<br />

The value c<strong>on</strong>tributi<strong>on</strong> level is also analyzed; it will facilitate <str<strong>on</strong>g>the</str<strong>on</strong>g> establishment <str<strong>on</strong>g>of</str<strong>on</strong>g> priorities during <str<strong>on</strong>g>the</str<strong>on</strong>g><br />

management <str<strong>on</strong>g>of</str<strong>on</strong>g> intangibles, jointly with <str<strong>on</strong>g>the</str<strong>on</strong>g> classificati<strong>on</strong> <str<strong>on</strong>g>of</str<strong>on</strong>g> intangible asset in <strong>on</strong>e <str<strong>on</strong>g>of</str<strong>on</strong>g> five categories <str<strong>on</strong>g>of</str<strong>on</strong>g><br />

Intellectual Capital, i.e., Human, Organizati<strong>on</strong>al, Relati<strong>on</strong>ship, Technology Domain and<br />

Envir<strong>on</strong>mental, in accordance with <str<strong>on</strong>g>the</str<strong>on</strong>g> descripti<strong>on</strong> in <str<strong>on</strong>g>the</str<strong>on</strong>g> Intangible Assets Management Report,<br />

IEPUC<br />

(2009). Intangible assets that have been identified as necessary to achieve acti<strong>on</strong>s are now<br />

classified as existing, n<strong>on</strong>-existing or partially-existing.<br />

As menti<strong>on</strong>ed, <str<strong>on</strong>g>the</str<strong>on</strong>g> weighting <str<strong>on</strong>g>of</str<strong>on</strong>g> each intangible asset (previously identified and mapped) serves to<br />

prioritize <str<strong>on</strong>g>the</str<strong>on</strong>g> most important assets. The calculati<strong>on</strong> <str<strong>on</strong>g>of</str<strong>on</strong>g> this weighting is performed based <strong>on</strong><br />

resp<strong>on</strong>ses to six questi<strong>on</strong>s c<strong>on</strong>sidered essential to identifying core assets. These questi<strong>on</strong>s follow <str<strong>on</strong>g>the</str<strong>on</strong>g><br />

same paradigm as core competence. The resp<strong>on</strong>se results indicate <str<strong>on</strong>g>the</str<strong>on</strong>g> level <str<strong>on</strong>g>of</str<strong>on</strong>g> c<strong>on</strong>tributi<strong>on</strong> <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g><br />

intangible asset. Following this procedure, we can prioritize assets with greater potential to c<strong>on</strong>tribute<br />

and c<strong>on</strong>tinue to <str<strong>on</strong>g>the</str<strong>on</strong>g> next steps <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> qualitative assessment. Here too, <str<strong>on</strong>g>the</str<strong>on</strong>g> potential c<strong>on</strong>tributi<strong>on</strong> is<br />

identified <str<strong>on</strong>g>of</str<strong>on</strong>g> each source and its weighting (marginal, participatory, c<strong>on</strong>tributing, beac<strong>on</strong>, fundamental)<br />

in creating value for intangible asset to which it is associated. These weightings are self-explanatory:<br />

Marginal source has a weighting <str<strong>on</strong>g>of</str<strong>on</strong>g> 1, which is lower than <str<strong>on</strong>g>the</str<strong>on</strong>g> Fundamental source, with a weighting<br />

<str<strong>on</strong>g>of</str<strong>on</strong>g><br />

5. Also defined is <str<strong>on</strong>g>the</str<strong>on</strong>g> impact <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> intangible asset <strong>on</strong> organizati<strong>on</strong>al results through <str<strong>on</strong>g>the</str<strong>on</strong>g> most<br />

impacted financial indicators – so-called Underlying Assets (UA) – as shown in Figures 3 and 4.<br />

The calculati<strong>on</strong> <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> potential c<strong>on</strong>tributi<strong>on</strong> <str<strong>on</strong>g>of</str<strong>on</strong>g> each source is directly associated with <str<strong>on</strong>g>the</str<strong>on</strong>g> type <str<strong>on</strong>g>of</str<strong>on</strong>g><br />

underlying asset to which <str<strong>on</strong>g>the</str<strong>on</strong>g> intangible asset, representing <str<strong>on</strong>g>the</str<strong>on</strong>g>se sources, is correlated. For<br />

example, for <str<strong>on</strong>g>the</str<strong>on</strong>g> underlying asset whose indicator is CAPEX (CAPital EXpenditure), <str<strong>on</strong>g>the</str<strong>on</strong>g>re are three<br />

specific questi<strong>on</strong>s<br />

to be answered: Prevents <str<strong>on</strong>g>the</str<strong>on</strong>g> root causes <str<strong>on</strong>g>of</str<strong>on</strong>g> harm? C<strong>on</strong>tributes to performance?<br />

Ensures final quality? For each underlying asset, a specific set <str<strong>on</strong>g>of</str<strong>on</strong>g> questi<strong>on</strong>s is listed (Final Report,<br />

IEPUC (2009)).<br />

5. Pilot applicati<strong>on</strong><br />

he first workshop <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> pilot applicati<strong>on</strong> begins by filling in <str<strong>on</strong>g>the</str<strong>on</strong>g> fields relative to Organizati<strong>on</strong>al<br />

Identificati<strong>on</strong>. Am<strong>on</strong>g <str<strong>on</strong>g>the</str<strong>on</strong>g>se,<br />

<str<strong>on</strong>g>the</str<strong>on</strong>g> main fields relevant for <str<strong>on</strong>g>the</str<strong>on</strong>g> analysis <str<strong>on</strong>g>of</str<strong>on</strong>g> intangibles are Declarati<strong>on</strong> <str<strong>on</strong>g>of</str<strong>on</strong>g><br />

Value,<br />

Value Creati<strong>on</strong> Model, Primary Supplier, Sec<strong>on</strong>dary Supplier, Primary Customer and<br />

Sec<strong>on</strong>dary Customer.<br />

The Statement <str<strong>on</strong>g>of</str<strong>on</strong>g> Value and <str<strong>on</strong>g>the</str<strong>on</strong>g> Value Creati<strong>on</strong> Model c<strong>on</strong>tribute to focus <str<strong>on</strong>g>the</str<strong>on</strong>g> work that results from<br />

<str<strong>on</strong>g>the</str<strong>on</strong>g> identificati<strong>on</strong> <str<strong>on</strong>g>of</str<strong>on</strong>g> Primary and Sec<strong>on</strong>dary Suppliers, Primary and Sec<strong>on</strong>dary Customers, and<br />

especially, in <str<strong>on</strong>g>the</str<strong>on</strong>g> identificati<strong>on</strong> <str<strong>on</strong>g>of</str<strong>on</strong>g> organizati<strong>on</strong>al stakeholders. It is important to note that, as a pilot<br />

applicati<strong>on</strong>, stakeholders were not surveyed directly, and, <str<strong>on</strong>g>the</str<strong>on</strong>g>refore,<br />

<str<strong>on</strong>g>the</str<strong>on</strong>g> statements in <str<strong>on</strong>g>the</str<strong>on</strong>g> model are<br />

<str<strong>on</strong>g>the</str<strong>on</strong>g><br />

expressi<strong>on</strong> <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> percepti<strong>on</strong>s <str<strong>on</strong>g>of</str<strong>on</strong>g> those present <strong>on</strong> <str<strong>on</strong>g>the</str<strong>on</strong>g> day <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> workshop. The next step was to<br />

identify <str<strong>on</strong>g>the</str<strong>on</strong>g> assets needed to support <str<strong>on</strong>g>the</str<strong>on</strong>g> required acti<strong>on</strong>s.<br />

The internal and external c<strong>on</strong>texts are analyzed from <str<strong>on</strong>g>the</str<strong>on</strong>g> perspective <str<strong>on</strong>g>of</str<strong>on</strong>g> a set <str<strong>on</strong>g>of</str<strong>on</strong>g> parameters.<br />

Organizati<strong>on</strong>al Competencies, Managerial Dynamics and Intangible Development Potential are <str<strong>on</strong>g>the</str<strong>on</strong>g><br />

parameters through which <str<strong>on</strong>g>the</str<strong>on</strong>g> internal c<strong>on</strong>text is evaluated. For each parameter, <str<strong>on</strong>g>the</str<strong>on</strong>g>re is a set <str<strong>on</strong>g>of</str<strong>on</strong>g><br />

related questi<strong>on</strong>s which, when answered, provide <str<strong>on</strong>g>the</str<strong>on</strong>g> degree <str<strong>on</strong>g>of</str<strong>on</strong>g> c<strong>on</strong>formity vis-à-vis each parameter<br />

<str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> organizati<strong>on</strong>. This degree <str<strong>on</strong>g>of</str<strong>on</strong>g> c<strong>on</strong>formity, which varies from 0.5 to 1.5, is <str<strong>on</strong>g>the</str<strong>on</strong>g> resilience factor.<br />

Resilience indicates <str<strong>on</strong>g>the</str<strong>on</strong>g> organizati<strong>on</strong>'s propensity to create intangible value. The external c<strong>on</strong>text is<br />

analyzed using <str<strong>on</strong>g>the</str<strong>on</strong>g> following parameters: Customer Visi<strong>on</strong>, Relati<strong>on</strong>ships, Sustainability, Instituti<strong>on</strong>al<br />

Politics, Regulati<strong>on</strong>, Technology and Ec<strong>on</strong>omy. The parameters <str<strong>on</strong>g>of</str<strong>on</strong>g> each c<strong>on</strong>text are also weighted<br />

according to <str<strong>on</strong>g>the</str<strong>on</strong>g>ir degree <str<strong>on</strong>g>of</str<strong>on</strong>g> influence. Factors range from Fundamental (weight 5) to Marginal (weight<br />

1), passing down through Beac<strong>on</strong> (weight 4), C<strong>on</strong>tributor (weight 3) and Participatory (weight 2). The<br />

analysis <str<strong>on</strong>g>of</str<strong>on</strong>g> c<strong>on</strong>texts gives a snapshot view <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> organizati<strong>on</strong>. The parameters that require more<br />

attenti<strong>on</strong><br />

are Ec<strong>on</strong>omy and Regulati<strong>on</strong>. In analyzing <str<strong>on</strong>g>the</str<strong>on</strong>g> sub-dimensi<strong>on</strong>s managers can, in <str<strong>on</strong>g>the</str<strong>on</strong>g> future,<br />

devise strategies to change this factor.<br />

One <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> objectives <str<strong>on</strong>g>of</str<strong>on</strong>g> this pilot applicati<strong>on</strong> was to select <str<strong>on</strong>g>the</str<strong>on</strong>g> most important assets and to follow <str<strong>on</strong>g>the</str<strong>on</strong>g><br />

procedure through to <str<strong>on</strong>g>the</str<strong>on</strong>g> valuati<strong>on</strong> stage. As such, four assets were chosen to be analyzed in this<br />

pilot applicati<strong>on</strong>. In this paper, we describe just <strong>on</strong>e <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g>se assets in <str<strong>on</strong>g>the</str<strong>on</strong>g> following steps. The<br />

classificati<strong>on</strong> <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> asset as Tactical, Operati<strong>on</strong>al or Competitive (TOC) also c<strong>on</strong>tributes to ranking <str<strong>on</strong>g>of</str<strong>on</strong>g><br />

912

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