Skandia Navigator / Intangibles valuation
 The Skandia Navigator (intangibles
valuation) is a collection of critical measurements that all
comprise a holistic view of performance and goal achievement. The
architecture of the Skandia Navigator is simple yet very
sophisticated. Five focus areas or perspectives capture different
areas of interest. Each area visualizes the value creation process.
The Skandia Navigator facilitates a holistic understanding of
the organization and its value creation along 5 focus
areas:
-
Financial focus of the
Skandia Navigator captures the financial outcome of our
activities. Some like to see it as a receipt. It is here where we
establish the long-term goals and also a large part of the overall
conditions for the other perspectives. This could be profitability
and growth that our shareholder demands from us.
-
Customer focus of the
Skandia Navigator (intangibles valuation) gives an
indication on how well the organization fills the needs of its
customers via services and products. For example, how much of our
sales derive from new customers when compared to old ones or how
loyal are our customers? It represents a view that goes from the
outside looking in. It is of importance that we define our
customers' needs.
-
Process focus of the
Skandia Navigator (intangibles valuation) captures the
actual processes of creating services and products our customers
desire. It covers questions like how do we handle our customer
support? This focus area is also connected to the internal
processes. Are we working in an efficient way? Are we working in a
correct manner? Connected to this could be the importance of
structural capital .
-
Renewal and development of
the Skandia Navigator (intangibles valuation) aims
at reassuring the organizations long-term renewal and in part its
sustainability. What steps and actions are we taking now to ensure
long-term growth and profitability? What is required to attain and
develop the knowledge needed to perceive and satisfy our customers
needs?
-
Human focus of the
Skandia Navigator (intangibles valuation) is the heart of
the organization and is essential in a value creating
organization. The process of knowledge creation is visualized in
this focus area. It is also essential that the employees are
pleased with their work situation; pleased employees lead to
pleased customers, improving the company's sales and
result.
More valuation methodologies | More on
Skandia Navigator
Books
Edvinsson, Corporate Longitude
Kaplan, Norton, The Strategy- Focused Organization
Standfield, Intangible Management
Lev, Intangibles: Management, Measurement, and
Reporting
Smith, Valuation of Intellectual Property and Intangible
Assets
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