Organizing Business Research Papers(12)

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Business Research

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Setting of research (): ?
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Research problem () :
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Quantitative specification of problem () :

Importance of problem () :
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Research objective ()
Methodology to achieve objective
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Anticipated results ()
Contribution to field ()
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The increasing popularity of credit cards in
Taiwan has led to stringent competition domestically.
Banks encourage prospective customers to hold multiple
credit cards by relaxing approval and credit reference
procedures.
However, such practices have significantly
undermined the creditworthiness of issuing banks, leading
to increased outstanding debts and a higher risk of
defaulted loans. With this respect, previous studies have
seldom attempted to measure quantitatively the varying
degrees of risk among potential credit card customers to
identify both varying degrees of risk and reasons for credit
card debt.
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To illustrate the severity of this problem,
Taiwan has an average of 2.8 cardholders from the
currently 6,321 credit cards available domestically, with
credit card debt reaching 46%.
The inability to discriminate between
varying degrees of risk among potential customers will only
further exacerbate the credit card debt crisis.
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Based on the above, we should develop a novel
evaluation method to identify target credit card customers in
which the characteristics associated with the lifestyles of
such customers and factors that contribute to easily incurred
debts are incorporated.
To do so, pertinent literature can be
reviewed to identify the characteristics of credit card
customers and how their lifestyles affect their purchasing
behavior. Questionnaires can then be sent to customers to
determine their personality characteristics and lifestyle in
relation to their purchasing behavior. Next, based on those
results, cluster analysis can be performed to classify credit
card customers into different categories.
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As anticipated, the proposed evaluation method
can provide a valuable reference for banking institutions
attempting to identify desirable credit card customers,
eventually leading not only to the development
of a marketing strategy to attract such target customers, but
also to the lowering of operating costs in banks and credit
risks.
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With the global economy moving into the information age,
knowledge is the most fundamental intangible capital asset and will
increasingly dominate efforts to create a competitive edge and
generate wealth. Although tangible assets such as property, facilities,
and equipment continue to play a vital role in manufacturing products
and providing services, their relative importance has declined with the
increasing importance of intellectual capital. Intellectual capital takes
the form of inventions, ideas, general know-how, design approaches,
computer programs, processes and publications.
Although capable of measuring the value of tangible assets
that can be quantified in a company, conventional accounting methods
do not include intellectual capital, subsequently inducing an underrating
of a company's value. Therefore exactly how an organization assesses
its intellectual competency is of priority concern. Additionally, scientific
and technological advances have heightened the importance of
intellectual capital, as evidenced by the numerous companies that rely
almost completely on intellectual assets for generating revenue.
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For instance, on-line gaming companies
emphasize the ownership of intangible capital rather than
tangible assets. Online gaming ranks at the top of the
gaming industry, with generated revenues of 1 billion US
Dollars in 1999 skyrocketing to 2 billion US dollars in 2002.
According to the International Data Corporation (2003), in
2002, the on-line gaming market scale was 533,000,000 in
the Asian Pacific region, with South Korea and Taiwan
leading the way by accounting for 54% and 26%,
respectively.
The inability to measure the value of
companies without incorporating intellectual capital will not
only lead to an underrating of their value, but also make it
impossible to understand how intellectual capital impacts
the on-line gaming market.
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Based on the above, we should develop a novel index based
on analysis hierarchy process (AHP) to measure the intellectual capital
value of on-line gaming companies.
To do so, content analysis can be used to devise
questionnaires based on intellectual capital components.
Questionnaires can then be sent to the managers of on-line gaming
companies and banks on which factors should be considering when
measuring intangible capital of their companies. Next, AHP can be
performed to understand which factors that the managers of on-line
gaming companies and banks deem the most important to the
intellectual capital of on-line gaming companies. Using AHP, the weight
(i.e., relative importance) of each intellectual capital variable can be
evaluated based on the perception of managers of on-line gaming
companies and banks. Additionally, those results can be compared with
the criteria adopted by banks in measuring the intellectual capital of a
business. Moreover, exactly how banks and on-line game companies
differ when measuring intellectual capital can be determined using
Principal Component Analysis.
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As anticipated, the proposed index can provide on-line
gaming companies with criteria to measure their intellectual capital that
would provide a valuable reference for banks when determining
whether to grant commercial loans. The ability to measure the actual
value of an on-line gaming company's will significantly reduce the
likelihood of defaulted loans. Additionally, on-line gaming companies
will have a clear guideline as to how banks measure intellectual capital
criteria to enhance a company's competitiveness, thus filling in the gap
between on-line gaming companies and banks.
Moreover, the proposed index for measuring the
intellectual capital of this growth sector can enhance conventionally
used indexes and increase measurement accuracy. Results of this
study can provide a valuable reference for banking institutions
attempting to understand how on-line gaming companies measure their
intangible capital.
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