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El Valor De La Marca Y El Valor De La Empresa De Internet /

Author

Listed:
  • Lozano Gutiérrez, MC

    (Universidad de Murcia (España))

  • Fuentes Martín, F.

    (Universidad de Murcia (España))

Abstract

El presente trabajo persigue como objetivo básico dejar constancia de la importancia que supone la cuantificación de la marca, cuando se va a acometer una valoración realista de una empresa de Intemet, y de cómo la apreciación de la imagen de marca para una posterior valoración de la empresa, puede ser un buen candidato para el uso de técnicas de control mediante lógica borrosa debido a su complejidad y comportamiento no lineal. / The present work persecutes like basic objective to make c\ear the importance that supposes the mark quantification, when we are going to undertake a realistic valuation of a Internet company, and how the appreciation ofthe image of mark for a later valuation ofthe company, can be a good candidate for using control technics by means of fuzzy logic due to its complexity and nonlinear behavior.

Suggested Citation

  • Lozano Gutiérrez, MC & Fuentes Martín, F., 2004. "El Valor De La Marca Y El Valor De La Empresa De Internet /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 10(1), pages 111-133.
  • Handle: RePEc:idi:jiedee:v:10:y:2004:i:1:p:111-133
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