Acta Univ. Agric. Silvic. Mendelianae Brun. 2011, 59(2), 177-182 | DOI: 10.11118/actaun201159020177

Soft factors have an empirically testifiable effect on rating grade

Thomas Laufer
Ústav marketingu a obchodu, Mendelova univerzita v Brnì, Zemìdìlská 1, 613 00 Brno, Èeská republika

The conclusions herein contain the summary of the results of an empirical survey in proof of the effects of soft factors on corporate rating grade.
In the effort, three different software applications have been used. By means of the applications, the soft factors in corporate ratings previously identified in a related effort have been assessed for their impacts. That means all other applicable soft factors have been treated in a neutral manner.
As a result based on assessments supplied by the three applications, weighted effect has been determined of soft factors, allowing to compile priority charts for the deployment of the factors as a targeted marketing tool. The charts also include the respective positive and a negative effects of hard factors.

Keywords: rating, Basel II, soft rating factors, marketing strategy, marketing instruments

Received: December 17, 2010; Published: July 7, 2014  Show citation

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Laufer, T. (2011). Soft factors have an empirically testifiable effect on rating grade. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 59(2), 177-182. doi: 10.11118/actaun201159020177
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