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El valor mediático del Mundial de Baloncesto 2006

Media Value of the Basketball World Cup

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Abstract (2. Language): 
The number of businesses whose activities are based on immaterial assets is growing very rapidly, which demands new ways of evaluating the economic relevance of intangible assets. The aim of this study is precisely to examine the Basketball World Cup 2006 - a particular experience within the industry of spectacle - through applying a novel methodology. The analysis of this sport event is an interesting exercise in itself, since it allows achieving important lessons and conclusions. Yet, the scope of this paper is broader, including another major goal. Effectively, the present study illustrates the potential capacity that ESIrg methodology has for evaluating intangible assets of different types and character -that must not necessary be linked to the sport industry-.
Abstract (Original Language): 
El número de negocios que basan su actividad en activos inmateriales ha ido creciendo rápidamente, haciendo perentoria la tarea de identificar y medir el alcance de este tipo de intangibles. El propósito de estas líneas se dirige a analizar un espectáculo deportivo concreto -el mundial de Baloncesto 2006- aplicando una metodología novedosa. El análisis de esta industria concreta de espectáculo constituye un ejercicio interesante en sí mismo, puesto que permite extraer importantes conclusiones y enseñanzas. Sin embargo, otro objetivo no menos importante del presente trabajo es ilustrar el alcance de la metodología desarrollada por ESIrg, que se presenta como modo de evaluar intangibles de naturaleza muy diversa.



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