An Innovative Management Perspective for Organizations through a Reputation Intelligence Management Model

An Innovative Management Perspective for Organizations through a Reputation Intelligence Management Model

Célia Maria Quitério Ramos, Ana Maria Casado-Molina, José Ignácio-Peláez
Copyright: © 2019 |Pages: 20
DOI: 10.4018/IJISSS.2019100101
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Banking companies aiming to maintain their sustainability in financial markets need to develop an integrated management based on the most important intangibles assets of relational capital. Decision- makers need to analyze and understand a huge volume of opinions continuously generated in digital ecosystems about emotions and feelings that their stakeholders associate with the performance and communication of the brand. Current tools of management fail to consider transversal and holistic models, which study the frequency and value of existing relationships between the relational capital and intangible assets. In this research, an innovative management model based on reputation intelligence is proposed. This model incorporates methodology from business intelligence models, through OLAP and data mining techniques, to analyses the complex relationships among intangible assets experience, emotion and attitude. The proposed model was applied to companies in the banking sector and the results obtained permit a conclusion about the kinds of relationships for these intangibles in each bank.
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Reputation Intelligence Management Model

In recent years, available information for businesses has gone from being scarce to very abundant. Data has become the new raw material for business, assuming a position almost as important as capital and labor. In business, more and more, information is a very relevant resource, since efficient management of information is fundamental for making strategic decisions (Laudon & Laudon, 2017).

“Big data” offers a wide range of possibilities for organizations, but the five characteristics that define big data pose a number of problems that must be considered: volume, variety, velocity, veracity, and value (Chen & Zhang, 2014).

A recent survey conducted by the Data Warehousing Institute (Halper, 2016), which analyzes big data of companies, shows that only 12% claim to have great success in its use; 64% report moderate success and 24% report failure, as presented in Figure 1.

Figure 1.

The Big Data utilizations in the organizations (Halper, 2016)


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