:

CIA

()

Competitive intangible assets

:

, IBM
17: 69, Coca-Cola 4: 96.
Coca Cola 53 .
Gilette 12 .
25%

/, ,
(Products/Services,
Innovation, Leadership and Performance)

,
, (Citizenship,
Governance, Workplace)

(
/ ,
, , )

measurement assessment evaluation audit

, ?

(ROI)

(
, )
(,
, )
(
, )
( , ,
)

 : :

5% 1.3% -
0.5%
90 40
(School-to-Work)
87%
-
- 30%

17%

( Walker Information Fleishman Hillard)

School-to-Work
Autodesk 1,15 - 2,99
Charles Schwab 5,64
Crown Auto World 1,39 - 3,21
Eastman Codak 1,05
McDonalds 1,02
Siemens 1,07 - 1,79
Suter Health 1,39



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