February 08, 2012

The Unbalanced Scorecard – Strategy Number 3

While building the balanced scorecard for Waveriders company using strategy number 3 in our mini project “Winning Strategies part 1”, and as a team leader for this project, We have noticed that while giving an equal consideration and importance for the four perspectives; it might seem theoretical easy, but in application it might be quite different.

Based on this respective strategy, the main focus was on expanding the market share in the European market through research, and identifying a new distributor as there is a potential growth in the Euro market; therefore it turns out to have some unbalances amongst those four dimensions.

In this respect, we found out that we have to slightly modify the weight of these perspectives in order to be more effective; at the same time we were aware that these changes in the internal domains (Internal Process & Learning and Growth) - particularly the unbalance in the learning and growth perspective - will affect the other two externals (Customers & Financial).

My point is that, if the strategy was concentrating on a particular aspect, and this aspect goes under one of the four perspectives of the balanced scorecard, then should we unbalance it accordingly? Or in other words, must we keep the balance and consider equally between these four dimensions as a rule of thumb? Definitely, we will raise this issue to Paul next week.

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