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Please use this identifier to cite or link to this item: http://dspace.lib.cranfield.ac.uk/handle/1826/4346

Document Type: Article
Title: Narrating the real corporate story
Authors: Ambler, Tim
Neely, Andrew
Issue Date: 2008
Citation: Tim Ambler and Andy Neely, Narrating the real corporate story, Business Strategy Review, Volume 19, Number 2, Summer 2008, Pages 28-32
Abstract: Companies are being pressed to be more transparent in their annual reporting and, at the same time,interest is moving from the formal accounts to the narrative sections, partly in response to the increasing importance of the intangible assets not on the balance sheet. The paper sets out the changes in UK requirements, ummarised in a Framework provided by the Worshipful Company of Marketors, and company practice. The two weakest areas in relation to the Accounting Standards Board Reporting Standard are the provision of forward looking information and non-financial KPIs, especially those to do with customers, competitors and brands. The paper suggests that brand equity, the intangible marketing asset, is the present reservoir of future cash flow. Accordingly, provision of professional measures of brand equity should go some way towards solving both weaknesses at the same time.
URI: http://dx.doi.org/10.1111/j.1467-8616.2008.00531.x
http://dspace.lib.cranfield.ac.uk/handle/1826/4346
Appears in Collections:Staff publications - School of Management

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