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Table 2 Original supermatrix

From: Competitiveness measurement system in the advertising sector

   

Companies.

Customers.

Finances.

Internal process.

Learning and growth.

   

A

B

C

C1.1

C1.2

C1.3

C1.4

C2.1

C2.2

C2.3

C3.1

C3.2

C3.3

C3.4

C4.1

C4.2

C4.3

C4.4

Companies.

A

Company A.

0

0

0

0.65481

0.10945

0.23848

0.16342

0.24374

0.58763

0.68709

0.77202

0.06949

0.22905

0.14678

0.28506

0.27176

0.28719

0.11841

B

Company B.

0

0

0

0.24986

0.30900

0.62503

0.29696

0.68709

0.32339

0.24374

0.17344

0.34835

0.69552

0.76922

0.65268

0.66121

0.63485

0.08098

 

Company C.

0

0

0

0.09534

0.58155

0.13650

0.53961

0.06917

0.08898

0.06917

0.05455

0.58216

0.07543

0.08400

0.06226

0.06703

0.07796

0.73062

Customers.

C1.1

Market share.

0

0

0

0

0

0

0

0

0

1

0.66667

0

0

0

0

0

0.18673

0

C1.2

Rate of new customers.

0

0

0

0

0

0

0

0

0

0

0.33333

0

0

0

0

0

0

0

C1.3

Customers loyalty.

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0.74289

0

C1.4

Response time.

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0.07039

0

Finances.

C2.1

Indebtedness.

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

C2.2

Liquidity.

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

C2.3

Return on equity.

0

0

0

0

0

0

0

0

0

0

0

1

0

0

0

0

1

0

Internal process.

C3.1

Awards.

0

0

0

1

0

0

0

0

0

0

0

0

0.24998

0

0

0

0

0

C3.2

Environmental and social responsibility.

0

0

0

0

0.24998

0.15705

0

0

0

0

0

0

0

0

0

0

0

0

C3.3

New services capability.

0

0

0

0

0.75002

0.24930

1

0

0.33333

0

0.24998

0

0

0

1

0

0

0

C3.4

New technology use.

0

0

0

0

0

0.59365

0

1

0.66667

0

0.75002

0

0.75002

0

0

1

0

0

Learning and growth.

C4.1

Creative capability.

0

0

0

0.11111

1

0.03690

0.05729

0

0

0

0.06337

0

1

0

0

1

0

1

C4.2

Successful proposal.

0

0

0

0

0

0.07871

0

0

0

0

0.16695

0

0

0

0

0

0

0

C4.3

Retention of account manager.

0

0

0

0.88889

0

0.20315

0.18091

0

0

0

0

0

0

0

0

0

0

0

C4.4

Strategic decision making.

0

0

0

0

0

0.68124

0.76180

0

0

0

0.76969

1

0

0

0

0

0

0