平衡计分卡与战略地图.ppt

平衡计分卡与战略地平衡计分卡与战略地图图AgendanIntroductionnOverviewnDiscussionnThe Optimal Control SolutionnConclusions11/3/2022IntroductionnA workforce needs clear and detailed information to execute a business strategy successfully.n Until now,there have not been many tools that can communicate both an organizations strategy and the processes and systems needed to implement that strategy.nBut Kaplan and Norton,the creators of the balanced scorecard,have adapted that seminal tool to create strategy maps.11/3/2022nRobert S.Kaplan and David P.Nortons,The Balanced Scorecard:Translating Strategy into Action(Harvard Business School Press,1996)nBalanced scorecard,which measures a companys performance from four major perspective:FinancialCustomerInternal processLearning and growthOverview11/3/2022nStrategy map show the cause-and-effect links by which specific improvement create desired outcome.nStrategy map that enables organization to clarify their vision and strategy and translate them into action.11/3/2022DiscussionnWhat is Balanced ScorecardnWhat is Strategy Map?nWhy Strategy Map?11/3/2022What is Balanced Scorecard?nA management system(not only a measurement system)nIt translate vision and strategy into action.nIt provides feedback around both the internal business processes and external outcomes.11/3/2022What is Strategy Map?nStrategy maps show how an organization plans to convert its various assets into desired outcomes.nCompanies can use the template here to develop their own strategy map,which are based on the balanced scorecard.11/3/2022The template shows how employees need certain knowledge,skills,and systems(learning and growth perspective)to innovate and build the right strategic capabilities and efficiencies(internal process perspective)so that they can deliver specific value to the market(customer perspective),which will lead to higher shareholder value(financial perspective).The template of Strategy Map11/3/2022Why Strategy Map?nTo understand how organizations create value in the information age,we developed the balanced scorecard,which measures a companys performance from four major perspectives:financial,customer,internal process,and learning and growth.11/3/2022The Optimal Control SolutionnCase study(Mobil North American Marketing and Refining;NAM&R)nMobils Balanced Scorecard Strategy Map Financial Perspective Customer Perspective Internal Process Perspective Learning Growth perspective 11/3/202211/3/2022Mobils Strategy Map -Financial Perspective nRevenue Growth StrategyUnderstand customers needs and differentiate accordingly.nProductivity Growth StrategyMaximize the use of existing assets;integrate the business to reduce total delivered cost.11/3/2022Mobils Strategy Map -Customer PerspectivenProduct/Service AttributesClean,safe,quality product,speedy purchasenRelationshipFriendly,helpful workers,recognize customer loyaltynImageTrusted brandnWin-Win Dealer RelationsOffer more consumer products,help dealers develop their business skills.11/3/2022Mobils Strategy Map -Internal process PerspectivenCreate nongasoline products and services.nUnderstand customer segments better and build best-in-class franchise teams.nImprove hardware performance and inventory management,deliver products on spec and on time,and become the industry cost leader.nImprove environmental health and safety.11/3/2022Mobils Strategy Map -Learning and Growth PerspectivenPromote functional excellence,develop leadership skills,and create an integrated view of the company among employees.nAdopt new technology that encourages and aids process improvements.nAlign business and personal goals.11/3/2022ConclusionsnStrategy maps will help organizations view their strategies in cohesive,integrated and systematic way.nExecutives can also use the maps as the foundation for a management system that can help an organization implement its growth initiatives effectively and rapidly.nMobil increased its operating cash flow by more than$1 billion per year.11/3/2022