Performance Evaluation of Tangible and Intangible Aspects of the Market Area: a case study in a medium industrial company

ABSTRACT

The work aims to build a model Performance Assessment (PA) to the market area in an average industrial company through Multicriteria Decision Aid Constructivist (MCDA-C). The study is characterized as an exploratory case study and makes use of interviews and document analysis as a strategy for data collection. In the results section we present the performance evaluation model elaborated for the market area, where it was possible to identify eight financial indicators (tangible) and 39 non-financial indicators (intangible) that account for the performance of this area in the researched enterprise. Additionally, the article presents the following results: (i) revealed three dimensions that account for the performance of the market area: stakeholders, sales and image, (ii) to build the ordinal and cardinal scales for each indicator of the model, (iii) to evaluate the status quo of the market area in 25 points on a scale where 0 (zero) point is equivalent at "neutral" and 100 (one hundred) points is equivalent to the level "good." (iv) to demonstrate the process of performance management. We have concluded that the system of PA is important to support the management development of small and medium enterprises (SMEs) and that the Multicriteria Decision Aid Constructivist (MCDA-C) is a viable way to performance assess in a complex context where: (i) the manager is unaware of the variables to be assessed (tangible and intangible); and (ii) there are peculiarities in SMEs to be considered in the model of PA.

Key words:
Evaluation of organizational performance; Tangible and intangible aspects; Small and medium enterprises; Market