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The Balanced Scorecard Book Summary preview
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Synopsis

The Balanced Scorecard believes that business leaders oftentimes fail to connect the necessary strategy with the appropriate action or tactic. The book covers how a company's vision and strategy can be translated into a coherent set of performance measures. The authors believe that when a company has a "balanced scorecard" it is easier to complete goals and continue on the journey to success.

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Questions and answers
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The key takeaways from "The Balanced Scorecard" that entrepreneurs or managers can apply to their businesses are:

1. The importance of aligning business activities with the vision and strategy of the organization.

2. The need for a balanced approach to organizational performance measurement. This means not only focusing on financial outcomes but also considering other aspects like customer satisfaction, internal processes, and learning and growth.

3. The concept of the Balanced Scorecard itself, which is a strategic planning and management system that organizations can use to align business activities to the vision and strategy, improve internal and external communications, and monitor organization performance against strategic goals.

The Balanced Scorecard challenges existing paradigms in business strategy and performance measurement by advocating for a more holistic approach. Traditional models often focus on financial performance alone, but the Balanced Scorecard emphasizes the need to consider other key aspects such as customer satisfaction, internal processes, and learning and growth. It argues that these elements are crucial for long-term success and sustainability. By connecting these diverse measures, it allows for a more comprehensive view of the company's performance and a better alignment with its strategic goals.

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Throughout the book, the authors illustrate the innovative measurement practices from many companies. The bulk of the comprehensive use of the Balanced Scorecard technique is exemplified through case studies of companies that were followed closely for over three years.

Summary

The Balanced Scorecard translates a company's vision and strategy into a coherent set of performance measures. The case studies include companies such as: Rockwater, Metro Bank, Pioneer Petroleum, National Insurance and Kenyon Stores.

Companies must first learn how to build the scorecard, and then also understand how to make it work for everyone involved. The book cover four basic perspectives:

  • Financial Perspective — This is measured by the return on the investment and the economic value that is added
  • Customer Perspective — This covers customer satisfaction, retention, market and account share
  • Internal Perspective — This is where the company will measure response time, quality control, costs and new product launches
  • Learning and Growth Perspective — This area focuses on employee satisfaction and information system availability

Chapter Three covers in detail how the Financial Perspective should operate. The reader is encouraged to link their financial objectives to the strategic planning of the business. The scorecard should tell the story of the strategy, starting with the long-term financial objectives, and linking them to the sequence of actions that must be taken with financial processes, customers, internal processes, and finally, employees and systems to deliver the desired long-run economic performance.

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Questions and answers
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A small business can use the key topics covered in "The Balanced Scorecard" to improve their financial planning and strategic alignment by implementing the principles of the Balanced Scorecard. This involves translating the company's vision and strategy into a coherent set of performance measures. The scorecard should tell the story of the strategy, starting with the long-term financial objectives, and linking them to the sequence of actions that must be taken with financial processes, customers, internal processes, and finally, employees and systems to deliver the desired long-run economic performance. This approach ensures that all aspects of the business are aligned with the overall strategy and objectives, leading to improved financial planning and strategic alignment.

A manufacturing company can apply the financial perspective of the Balanced Scorecard by linking their financial objectives to their strategic planning. This involves setting long-term financial goals and identifying the necessary actions to achieve these goals. These actions could include improving financial processes, enhancing customer relationships, optimizing internal processes, and developing employees and systems. By doing so, the company can ensure that all aspects of the business are aligned with the financial objectives, leading to improved economic performance in the long run.

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Chapter Four covers the Customer Perspective, and the reader is challenged to really discover who their customers are, and where they fall in the market sector the company has chosen to compete. In order to obtain and sustain a Balanced Scorecard in the Customer Perspective area, managers and executives must go beyond the usual methods of trying to satisfy and delight customers. This is where many companies fail in trying to be "everything for everyone," which in most cases, translates into being "nothing for anyone." It is crucial for managers to identify the market segments in their existing and potential customer populations and then focus on what it takes to win them over, and keep them as long term customers.

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A retail company can apply the customer perspective strategies discussed in The Balanced Scorecard by first identifying their target market segments among their existing and potential customers. Once identified, the company should focus on understanding the needs and preferences of these segments. This understanding will enable the company to tailor their products, services, and customer experiences to meet these needs and preferences, thereby winning over these customers and retaining them in the long term. The company should avoid trying to be "everything for everyone", as this often results in being nothing for anyone". Instead, the company should strive to excel in the areas that matter most to their target market segments.

The Balanced Scorecard provides a framework that can be used to improve customer retention. It emphasizes the importance of understanding who your customers are and where they fall in the market sector. To improve customer retention, managers and executives should go beyond the usual methods of trying to satisfy and delight customers. Instead, they should focus on identifying the market segments in their existing and potential customer populations and then concentrate on what it takes to win them over and keep them as long-term customers. This approach helps to avoid the pitfall of trying to be 'everything for everyone', which often results in being 'nothing for anyone'.

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The Balanced Scorecard contains a wealth of information that will benefit senior leadership and their teams. Once everyone has embraced the concept and ideas behind having a Balanced Scorecard, a company will be on the fast track to fulfill their mission statement and enjoy success.

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