STRATEGY MANAGEMENT

1.1 What is Balanced Scorecard?

The Balanced Scorecard is the method proposed by Robert S. Kaplan and David P.

Norton (2007). The Balanced Scorecard continues to report on traditional financial key

figures that focus on historical periods, In addition, however, the Balanced Scorecard

enables you to record the driving factors of future performance. These cannot be

portrayed in the form of financial key figures but, in certain circumstances, are more

critical to profit than the traditional indicators. The Balanced Scorecard defines an

overall view of the enterprise. This comprises, generally four perspectives with

specific central questions:

Financial Perspective: “How should we act with partners in order to ensure financial success?”

Customer Perspective: “How should we act with customers in order to realize our vision?”

Internal Processes Perspective: “In which business processes must we be the best in

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