Analysis of Intangible Resources of McDonald's and Its Influence by Balanced Scorecard Method

DOI

10.2991/iccesd-19.2019.50How to use a DOI?

Keywords

McDonald; Goodwill; Intangible assets management; The Balanced Scorecard approach

Abstract

The competition between enterprises has changed from the competition of original physical assets to intangible assets recently. In order to achieve long-term development in the fierce market competition, enterprises must strengthen the use of intangible assets management. The Balanced Scorecard is a strategic performance management tool that managers use to track the performance of internal staff activities, monitor the consequences of these actions, and assist in the management of intangible assets. As one of the largest fast food chain companies in the world, McDonald's has a relatively mature method of intangible asset management which includes intangible asset information disclosure, effective employee training and development of corporate culture. This paper will analyze its management methods and provide some suggestions for the management of intangible assets in contemporary enterprises.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuhao Qian
AU  - Junshi Chen
PY  - 2019/07
DA  - 2019/07
TI  - Analysis of Intangible Resources of McDonald's and Its Influence by Balanced Scorecard Method
BT  - Proceedings of the 2019 International Conference on Contemporary Education and Society Development (ICCESD 2019)
PB  - Atlantis Press
SP  - 203
EP  - 206
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccesd-19.2019.50
DO  - 10.2991/iccesd-19.2019.50
ID  - Qian2019/07
ER  -