Service promise

[Stargames ®]

The company´s brand´s service promise is always present, which the organization conveys to the customer through products and services. This mission of the operation is formed from the starting points of owner values and affects the product range through strategic planning, implementation and management processes and the consumer´s well-being through related services.

Intellectual capital consist of the stocks and flows of knowledge available to an organization. These can be regarded as intangible capital resources which, together with tangible resources (money and physical assets), comprise the market or total  value of business.

In Human Capital Management by Baron and Armstrong, authors Bontis (1996; 1998) defines intangible resources as the factors other than financial and physical assets that contribute to the value-generating processes of a firm and are under its control. As described by Edvinson and Malone (1997), these comprise the value of all relationships inside and outside the organization, including those with customers and suppliers. They also cover the values attached to such intangibles as goodwill, corporate image and brands. The three elements of intellectual capital are:

• Human capital - the knowledge, skills, abilities and capacity to develop and innovate possessed by people in an organization.
• Social capital - the structures, networks and procedures that enable those people to acquire and develop intellectual capital represented by the stocks and flows of knowledge derived from relationships within and outside the organization.
• Organizational capital - the institutionalized knowledge possessed by an organization that is stored in databases, manuals, etc (Youndt, 2000). It is often called structural capital (Edvinson ans Malone, 1997), but the term organizational capital is preferred by Youndt because, he argues it conveys more clearly that the knowledge that the organization actually owns.

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