Proceedings

External (customer/relational) capital
Different attributes of external (customer/relational) capital category are disclosed by
ten companies. Accordingly, “Distribution channels” is the most reported attribute as
it is disclosed by ten companies (48% out of full sample of 21 companies), followed
by “Business Collaboration” (43% of full sample companies) attribute reported by
nine companies and by “Brand” (38% of 21 companies) attribute disclosed in the
annual reports of eight companies.
“Business Collaboration” is reported by Azomures as:
“The distribution of the production on the internal market is realized 94% though a
well established network of partners”. It explains how the collaboration with
distributors allows the company to distribute virtually all of its production. Annual
Report, section 1.1.2. Markets
Employee competence (human capital)
A maximum of 15 companies disclosed information on the significance of “Workrelated
knowledge” (that is 71% of 21 companies), while 11 companies (52% out of
full sample of 21 companies) disclosed on the importance of “Education”. The
importance of “Skills” is also clearly shown by its disclosure in the annual report of
6 companies (29% of the sample companies).
“Work-related knowledge” as reported by Transgaz SA:
“in 2009 (…) 1602 employees have been professionally qualified for jobs like
electrician, welder (…)”.Annual Report, page 20.
Company name
Alro
Antibiotice
Banca Carpatica
Table 4. Results of the content analysis
Banca
Transilvania
Biofarm
Azomures
BRD Groupe
Societe G enerale
CNTEE Trans
electrica
Im pact D eveloper
and Contractor
O il T erm in al
Oltchim Valcea
OMV Petrom
SNTGN Transgaz
~ 407 ~
S.S.I.F. Broker
SIF Banat
Crisana
SIF M oldova
SIF M untenia
SIF Oltenia
SIF Transilvania
Socep
Turbo M ecanica
T otal hits
%
Q u alitative
Q uantitative
Internal (Structural) Capital 15 9 3 15 3 3 4 4 16 3 2 15 2 2 2 4 1 1 0 0 1 105 47% 97 8 92% 8%
Intellectual Property 1 2 1 1 7 1 13 6% 12 1 92% 8%
Patents 1 1 1 3 1% 3 0 100% 0%
Copyrights 0 0% 0 0 n/a n/a
Trademarks 2 3 2 7 3% 5 2 71% 29%
Infrastructure asset 0 0% 0 0 n/a n/a
Management philosophy 7 2 2 5 2 2 1 7 2 2 5 1 2 1 2 1 1 1 46 21% 46 0 100% 0%
Corporate Culture 5 1 1 1 1 1 3 13 6% 13 0 100% 0%
Management processes 1 2 3 1% 3 0 100% 0%
Information Systems x 1 1 1 3 1% 3 0 100% 0%
Networking systems 1 1 0% 0 1 0% 100%
Financial Relations 0 0% 0 0 n/a n/a
Corporate University/Corporate learning 1 2 3 1 1 1 5 1 1 16 7% 12 4 75% 25%
Cultural diversity 0 0% 0 0 n/a n/a
Structural Capital 0 0% 0 0 n/a n/a
External (customer/relational) capital 4 9 0 2 2 3 3 0 11 2 8 6 3 0 0 1 0 0 1 0 1 56 25% 46 10 82% 18%
Brand 3 1 1 1 3 1 1 1 12 5% 6 6 50% 50%
Customers (Customer knowledge) 0 0% 0 0 n/a n/a
Customer loyalty (Customer capital) 3 3 1% 3 0 100% 0%
Company names (Company Reputation) 1 1 1 3 1% 3 0 100% 0%
Distribution channels 2 2 1 1 2 1 1 2 1 1 14 6% 11 3 79% 21%
Business collaboration 1 1 1 1 1 1 1 1 1 9 4% 8 1 89% 11%
Licensing agreeements 2 2 1 1 5 1 1 13 6% 13 0 100% 0%
Favourable contracts 2 2 1% 2 0 100% 0%
Franshising agreements 0 0% 0 0 n/a n/a
Relational Capital 0 0% 0 0 n/a n/a
Supplier Knowledge 0 0% 0 0 n/a n/a
Emplyoee competence (human capital) 8 1 0 2 1 1 2 0 12 2 1 13 2 2 2 5 1 2 2 1 1 61 27% 26 35 43% 57%
Know how (Employee know-how) 1 1 3 5 2% 2 3 40% 60%
Education (Employee Knowledge) 1 1 3 1 4 1 1 1 2 1 2 18 8% 6 12 33% 67%
Skills - vocational qualification (Skills) 1 1 1 2 2 1 8 4% 6 2 75% 25%
Work-related knowledge (Expertise) 3 1 1 4 1 1 2 1 1 1 3 1 1 1 1 23 10% 8 15 35% 65%
Work-related competencies (Productivity) 1 2 3 6 3% 3 3 50% 50%
Entrepreneurial spirit 1 1 0% 1 0 100% 0%
Human Capital 0 0% 0 0 n/a n/a
Human Assets 0 0% 0 0 n/a n/a
Total hits 27 19 3 19 6 7 9 4 39 7 11 34 7 4 4 10 2 3 3 1 3 222 100% 169 53 76% 24%
No of atributes hit, of which 13 12 2 10 5 6 6 3 15 6 6 15 7 3 4 6 2 3 2 1 3 130
Internal (Structural) Capital 5 6 2 6 2 2 3 3 4 2 1 5 2 1 2 3 1 1 0 0 1 52
External (customer/relational) capital 2 5 0 2 2 3 2 0 6 2 4 5 3 0 0 1 0 0 1 0 1 39
Emplyoee competence (human capital) 6 1 0 2 1 1 1 0 5 2 1 5 2 2 2 2 1 2 1 1 1 39
Q u alitative %
Q u antitative %