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罗兰贝格MARKETRESEARCH-平衡计分卡(PDF 2页)

indices are becoming ever more significant. From a customer perspective, image and awareness are very important. Roland Berger Market Research have developed a tool for image and awareness measurement, the BSC communication indexer?.

Since Kaplan and Norton ?rst wrote of it, the balanced scorecard, or BSC, has been the topic of frequent discussion. More and more companies are realizing that corporate success does not depend on ?nancial processes alone, but also on non-monetary components. That is why business processes (e.g. product and service quality), customer relationship (e.g. image and awareness), and employee potential (e.g. learning and development) are becoming ever more important when strategic goals have to be de?ned. Nevertheless, despite the popularity of the BSC, precise mathe-matical solutions that can condense the huge amount of informa-tion down to a small number of indices are still uncommon. That is why we felt called upon to create a tool.BSC communication indexer?: Its characteristics and their mathematical-statistical realization

In the early stages of the tool development phase, we de?ned the most important characteristics of an ef?cient BSC index tool for the image and awareness perspective. In step two, corresponding mathematical solutions were then created.

The above-mentioned characteristics and their mathematical realization are as follows:

1. Clarity

It was essential to reduce the number of indices to a minimum.

meaningful key ?gure. In addition to this, they include data which compares the company with its strongest competitors and (in terms of image) with an ideal supplier.

Applying the BSC communication indexer?

As mentioned above, a balanced scorecard aims at supporting the definition of strate-gic goals and helps to deduce the corre-sponding strategic arrangements. But how (in a second step) can the efficiency of strategic actions be evaluated?

First it is important to establish an effi-ciency criterion: a target value is defined on the basis of the results of the zero measurement. In the subsequent measure-ment, an evaluation of whether this criterion is met or not is performed. Special indices (target indices) calculating the difference between the theoretical target value and the empirical value reached in the subsequent measurement help to evaluate the extent to which the objectives are achieved. As the image index and the awareness index are stan-dardized on a scale ranging from 0 to 1, the differences can also be interpreted as percentages. Their algebraic sign and their values are criteria for the effectiveness of the strategic arrangements executed.428, e-mail: heike_koenig@https://www.sodocs.net/doc/4c9679734.html,)

Comparability can be mathematically achieved through standardization. For better comprehensibility and easier interpretation, the range was de?ned as between 0 and 1.

4. Benchmarking

Benchmarking, i.e. being able to calculate indices for both the company and its strongest competitors, is the fourth and

?nal requirement of a meaningful BSC index system.

The following illustration provides a brief summary of the most important character-istics of the BSC communication indexer?:

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