平衡计分卡研究工具.pdf

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Zero measurement Subsequent measurement
() (1/1)
Company
very 1
good
Competitor 1 Strategic goal Target index1)
Target
(definition of target }
value
value):
Competitor 3 • Gain petitor 3
Company (8%) in terms petitor 1
image
Ø • No need to improve Ø
awareness

petitor petitor 2
Competitor petitor 4
() (1/)
very
poor
0 1 1) In terms of image, the target value has been surpassed
low Awareness high by points (7%)
> “munication indexer®”
Market research tool for implementing a
balanced scorecard (BSC)
These days, many panies are considering implementing a balanced scorecard. In this context,
indices are ing 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 munication indexer®.
Since Kaplan and Norton first wrote of it, the balanced scorecard, munication indexer®: Its characteristics and their
or BSC, has been the topic of frequent discussion. More and more mathematical-statistical realization
companies are realizing that corporate ess does not depend on
financial processes alone, but also on non-ponents. In the early stages of the tool development phase, we defined the
That is why business processes (. product and service quality