出版品
A Combination of BSC and ANP Approach for Advertising Agencies Key Capabilities Evaluation
Kuei-Lun CHANG Doctoral Student, Graduate Institute of Industrial and Commerce Management, National Taipei University of Technology
This paper raises a critical issue of how Taiwan advertising agencies can better evaluate their key capabilities. In this paper, we apply the concept of balanced scorecard (BSC) which links financial and non-financial, tangible and intangible, inward and outward factors to obtain the perspectives and criteria for determining the key capabilities of advertising agencies. Many evaluating perspectives and criteria of balanced scorecard are interrelated...