Полісемантичний характер поняття клієнтського капіталу підприємства

Тетяна Олександрівна Завалій

Анотація


Проведено аналіз англомовних варіантів назв капіталу, що створюється завдяки відносинам і зв’язкам підприємства з його клієнтами. Виокремлено три основні терміни («relational capital», «customer capital», «customer equity»), які стали об’єктом дослідження. Встановлено, що реляційний капітал як складова інтелектуального капіталу має невідчутну природу та створюється завдяки відносинам підприємства з усіма своїми стейкхолдерами. Клієнтський капітал (customer capital) як складова реляційного капіталу підприємства також має невідчутну природу та завдячує відносинам і зв’язкам з клієнтами. Натомість, під терміном «customer equity», що аналогічно перекладається українською як клієнтський капітал, розуміємо його розрахункову модель, що базується на показнику вартості життєвого циклу клієнта (customer lifetime value). Виявлено, що в ході свого розвитку клієнтський капітал від орієнтації на відносини з клієнтами розширив свою увагу на всіх стейкхолдерів підприємства, тим самим зумовив появу клієнтського капіталу в широкому розумінні, що також називають реляційним або стейкхолдерським.

Ключові слова


реляційний капітал; клієнтський капітал; клієнтський капітал в широкому розумінні; вартість життєвого циклу клієнта

Повний текст:

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Посилання


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Abele, K.P.N. (2008), Customer Equity: Dimensions and Realisation process, Diss. of PhD, De Montfort University, Leicester.

Asadi, S. (2013), «Intellectual Capital Knowledge Management: Organizational Value Creation», European Online Journal of Natural and Social Sciences, Vol. 2, No. 3, pp. 462–476.

Aureli, S. (2007), «Design Differences in Intellectual Capital Models for Small and Medium Sized Enterprises. Emphasizing the Role of Relational Capital», Rivista Piccola Impresa, Series Small Business, No. 3, pp. 57–88.

Baninahd, B., Mohammadrezaei, F. and Mohammadrezaei, M. (2012), «The Impact of Intellectual Capital on Profitability, Productivity and Market Valuation: Evidence From Iranian High Knowledge-based Industries», Journal of Basic and Applied Scientific Research, Vol. 2, No. 5, pp. 4477–4484.

Bermejo, G. and Monroy, C.R. (2010), «How to Measure Customer Value and Its Relationship with Shareholder Value in a Business-to-business Market», Intangible Capital, Vol. 6, No. 2, pp. 142–161.

Biswas, S. (2014), Relationship marketing: Concepts, Theories and Cases, 2-nd ed., PHI Learning Private Limited, Delhi.

Blattberg, R.A. and Deighton, J. (1996), «Manage Marketing by the Customer Equity Test», Harvard Business Review, Vol. 74, No. 4, pp. 136–144.

Bontis, N. (1999), «Managing Organizational Knowledge by Diagnosing Intellectual Capital: Framing and Advancing the State of the Field», International Journal of Technology Management, Vol. 18, No. 5–8, pp. 433–463.

Chang, A. and Tseng, C.-N. (2005), «Building Customer Capital Through Relationship Marketing Activities: The Case of Taiwanese Multilevel Marketing Companies», Journal of Intellectual Capital, Vol. 6, No. 2, pp. 253–266.

Crew, M.A. and Kleindorfer, P.R. (2010), Heightening Competition in the Postal and Delivery Sector, Edward Elgar, Cheltenham, UK.

Dorrego, P.F., Costa, R.V. and Fernandes, G.F.-J. (2013), «Product Innovation and Relational Capital: Evidence from Portugal», The Electronic Journal of Knowledge Management, Vol. 11, No. 4, pp. 295–308.

Duffy, J. (2000), «Measuring Customer Capital», Strategy & Leadership, Vol. 28, No. 5, pp. 10–14.

Edvinsson, L. and Malone, M.S. (1997), Intellectual Capital: Realizing Your Company’s True Value by Finding Its Hidden Roots, HarperCollins Publishers, Inc., New York.

Grajkowska, A. (2008), Intellectual Capital of Knowledge-based Companies as a Key Driver in Creating Value for Their Shareholders, Oxford Brookes University, Oxford.

Iranmahd, M., Moeinaddin, M., Shahmoradi, N. and Heyrani, F. (2014), «The Effect of Intellectual Capital on Cost of Finance and Firm Value», International Journal of Academic Research in Accounting Finance and Management Sciences, Vol. 4, No. 2, pp. 1–8.

Kale, V. (2009), A Guide to Implementing Oracle Siebel CRM 8.x., Tata McGraw-Hill Education Pvt. Ltd., New Delhi.

Kannan, G. and Aulbur, W.G. (2004), «Intellectual capital: Measurement Effectiveness», Journal of Intellectual Capital, Vol. 5, No. 3, pp. 389–413.

Lemon, K.N., Rust, R.T. and Zeithaml, V.A. (2001), «What Drives Customer Equity», Marketing Management, Vol. 10, No. 1, pp. 20–25.

Mahajan, G. (2007), Customer Value Investment: Formula for Sustained Business Success, Sage Publications, New Delhi.

Mason, R.O. and Apte, U.M. (2005), «Using Knowledge to Transform Enterprises», Transforming Enterprise: The Economic and Social Implications of Information Technology, MIT Press, Boston, MA, pp. 131–154.

Meier, A. and Stormer, H. (2009), Business & Commerce: Managing the Digital Value Chain, Springer.

O’Sullivan, K.J. (2009), Strategic Intellectual Capital Management in Multinational Organizations: Sustainability and Successful Implications, Business Science Reference, Hershey, PA.

Pablos, P.O. (2005), «Intellectual Capital Accounts: What Pioneering Firms from Asia and Europe are Doing Now», International Journal of Knowledge and Learning, Vol. 1, No. 3, pp. 249–268.

Roos, G., Pike, S. and Fernström, L. (2005), Managing Intellectual Capital in Practice, Elsevier, Oxford.

Saint-Onge, H. and Armstrong, C. (2004), The Conductive Organization: Building Beyond Sustainability, Elsevier Butterworth-Heinemann, Oxford, UK.

Sakalauskas, V. and Kriksciuniene, D. (2000), «Structure and Levers for Computational Evaluation of Customer Capital», BIS 2010: Business Information Systems Workshops, from 3–5 May, Berlin, Germany, pp. 90–101.

Singh, S.S. and Jain, D. (2013), «Measuring Customer Lifetime Value: Models and Analysis. Working Paper», INSEAD: The Business School for the world, from 27/MKT.

Srivihok, A. and Intrapairote, A. (2004), «Measuring Intellectual Capital: WEB Sites Analysis of Thai SMEs», The Fifth European Conference on Organization Knowledge, Learning and Capabilities, from 2–3 April, Innsbruck, Austria.

Stewart, T.A. (1997), Intellectual Capital: The New Wealth of Organisations, Nicholas Brealey, London.

Still, K., Huhtamäki, J. and Russell, M.G. (2013), «Relational Capital or Social Capital: One or Two Field of Research?», 10th International Conference on Intellectual Capital, Knowledge Management and Organisational Learning, from 24–25 October, The George Washington University, Washington, DC, USA, pp. 420–428.

Sullivan, P.H. (1998), Profiting From Intellectual Capital: Extracting Value from Innovation, John Wiley & Sons, Inc., New York.

Vodak, J. (2011), «The Importance of Intangible Assets for Making the Company’s Value», Human Resources Management & Ergonomics, Vol. 5, No. 2, pp. 104–119.


Пристатейна бібліографія ГОСТ


  1. Abbas M. Intellectual Capital and Its Major Components / M.Abbas // Journal of Technology and Operations Management. – 2015. – Vol. 10. – № 1. – Pр. 15–21. 
  2. Abele K.P.N. Customer Equity: Dimensions and Realisation process : Thesis / K.P.N. Abele. – De Montfort University, 2008. – 338 p. 
  3. Asadi S. Intellectual Capital Knowledge Management: Organizational Value Creation / S.Asadi // European Online Journal of Natural and Social Sciences. – 2013. – Vol. 2. – № 3. – Pр. 462–476. 
  4. Aureli S. Design Differences in Intellectual Capital Models for Small and Medium Sized Enterprises. Emphasizing the Role of Relational Capital / S.Aureli // Rivista Piccola Impresa. Series : Small Business. – 2007. – № 3. – Pр. 57–88. 
  5. Baninahd B. The Impact of Intellectual Capital on Profitability, Productivity and Market Valuation: Evidence From Iranian High Knowledge-based Industries / B.Baninahd, F.Mohammadrezaei, M.Mohammadrezaei // Journal of Basic and Applied Scientific Research. – 2012. – Vol. 2. – № 5. – Pр. 4477–4484. 
  6. Bermejo G. How to Measure Customer Value and Its Relationship with Shareholder Value in a Business-tobusiness Market / G.Bermejo, C.R. Monroy // Intangible Capital. – 2010. – № 6 (2). – Pр. 142–161. 
  7. Biswas S. Relationship marketing: Concepts, Theories and Cases / S.Biswas. – 2-nd ed. – Delhi : PHI Learning Private Limited, 2014. – 480 p. 
  8. Blattberg R.A. Manage Marketing by the Customer Equity Test / R.A. Blattberg, J.Deighton // Harvard Business Review. – 1996 (Jul-Aug.). – Vol. 74. – № 4. – Pp. 136–144. 
  9. Bontis N. Managing Organizational Knowledge by Diagnosing Intellectual Capital: Framing and Advancing the State of the Field / N.Bontis // International Journal of Technology Management. – 1999. – Vol. 18. – № 5–8. – Pр. 433–463. 
  10. Chang A. Building Customer Capital Through Relationship Marketing Activities: The Case of Taiwanese Multilevel Marketing Companies / A.Chang, C.-N. Tseng // Journal of Intellectual Capital. – 2005. – Vol. 6. – № 2. – Pр. 253–266. 
  11. Crew M.A. Heightening Competition in the Postal and Delivery Sector / M.A. Crew, P.R. Kleindorfer. – Cheltenham : Edward Elgar, 2010. – 416 p.
  12. Dorrego P.F. Product Innovation and Relational Capital: Evidence From Portugal / P.F. Dorrego, R.V. Costa, G.F.-J. Fernandes // The Electronic Journal of Knowledge Management. – 2013. – Vol. 11. – № 4. – Pр. 295–308. 
  13. Duffy J. Measuring Customer Capital / J.Duffy // Strategy & Leadership. – 2000. – Vol. 28. – № 5. – Pр. 10–14. 
  14. Edvinsson L. Intellectual Capital: Realizing Your Company’s True Value by Finding Its Hidden Roots / L.Edvinsson, M.S. Malone. – New York : HarperCollins Publishers, Inc., 1997. 
  15. Grajkowska A. Intellectual Capital of Knowledge-based Companies as a Key Driver in Creating Value for Their Shareholders : Paper is based on the dissertation / A.Grajkowska. – Oxford : Oxford Brookes University, 2008. – 39 p. 
  16. The Effect of Intellectual Capital on Cost of Finance and Firm Value / M.Iranmahd, M.Moeinaddin, N.Shahmoradi, F.Heyrani // International Journal of Academic Research in Accounting Finance and Management Sciences. – 2014 (Apr.). – Vol. 4. – № 2. – Pр. 1–8. 
  17. Kale V. A Guide to Implementing Oracle Siebel CRM 8.x. / V.Kale. – New Delhi : Tata McGraw-Hill Education Pvt. Ltd., 2009. – 572 p. 
  18. Kannan G. Intellectual capital: Measurement Effectiveness / G.Kannan, W.G. Aulbur // Journal of Intellectual Capital. – 2004. – Vol. 5. – № 3. – Pр. 389–413. 
  19. Lemon K.N. What Drives Customer Equity / K.N. Lemon, R.T. Rust, V.A. Zeithaml // Marketing Management. – 2001. – Vol. 10. – № 1. – Pр. 20–25. 
  20. Mahajan G. Customer Value Investment: Formula for Sustained Business Success / G.Mahajan. – New Delhi : Sage Publications, 2007. – 212 p. 
  21. Mason R.O. Using Knowledge to Transform Enterprises / R.O. Mason, U.M. Apte // Transforming Enterprise: The Economic and Social Implications of Information Technology. – Boston : MIT Press, 2005. – Pр. 131–154. 
  22. Meier A. Business & Commerce: Managing the Digital Value Chain / A.Meier, H.Stormer. – Springer, 2009. – 222 p. 
  23. O’Sullivan K.J. Strategic Intellectual Capital Management in Multinational Organizations: Sustainability and Successful Implications / K.J. O’Sullivan. – Hershey : Business Science Reference, 2009. – 336 p. 
  24. Pablos P.O. Intellectual Capital Accounts: What Pioneering Firms From Asia and Europe are Doing Now / P.O. Pablos // International Journal of Knowledge and Learning. – 2005. – Vol. 1. – № 3. – Pр. 249–268. 
  25. Roos G. Managing Intellectual Capital in Practice / G.Roos, S.Pike, L.Fernström. – Oxford : Elsevier, 2005. – 383 p.
  26. Saint-Onge H. The Conductive Organization: Building Beyond Sustainability / H.Saint-Onge, C.Armstrong. – Oxford : Elsevier Butterworth-Heinemann, 2004. – 249 p. 
  27. Sakalauskas V. Structure and Levers for Computational Evaluation of Customer Capital / V.Sakalauskas, D.Kriksciuniene // BIS 2010: Business Information Systems Workshops. – 2000 (May 3–5). – Berlin. – Pр. 90–101. 
  28. Singh S.S. Measuring Customer Lifetime Value: Models and Analysis : Working Paper / S.S. Singh, D.Jain // INSEAD: The Business School for the world. – 2013/27/MKT. – 50 p. 
  29. Srivihok A. Measuring Intellectual Capital: WEB Sites Analysis of Thai SMEs / A.Srivihok, A.Intrapairote // The Fifth European Conference on Organization Knowledge, Learning and Capabilities. – 2004 (Apr., 2–3). – Innsbruck, Austria. 
  30. Stewart T.A. Intellectual Capital: The New Wealth of Organisations / T.A. Stewart. – London : Nicholas Brealey, 1997.
  31. Still K. Relational Capital or Social Capital: One or Two Field of Research? / K.Still, J.Huhtamäki, M.G. Russell // 10th International Conference on Intellectual Capital, Knowledge Management and Organisational Learning. – 2013 (Oct., 24–25). – Washington : The George Washington University. – Pр. 420–428. 
  32. Sullivan P.H. Profiting From Intellectual Capital: Extracting Value From Innovation / P.H. Sullivan. – New York : John Wiley&Sons, Inc., 1998. – 369 p. 
  33. Vodak J. The Importance of Intangible Assets for Making the Company’s Value / J.Vodak // Human Resources Management & Ergonomics. – 2011. – Vol. V. – № 2. – Pр. 104–119. 




DOI: https://doi.org/10.26642/pbo-2018-1(39)-46-53

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