The balance scorecard assignment
Visit the web site of United Airlines, especially the area that shows the annual report and investor relations information. Explore the companys web site to learn
about the companys services and operations.
Write a paper, between 3 to 4 pages in length (typed, 12 point font, 1.5 line spacing; 1 inch margins) that responds to the below questions:
(1)What is a Balanced Scorecard and what are its key features? (4 points)
(2)How can a Balanced Scorecard be used to measure performance? (2 points)
(3)Please reflect on the logical relationships between the four key areas of the Balanced Scorecard and comment on how these four areas tie together or relate to one
another. (2 points)
(4)What do you think are the overall, long-term goals for the company that you analyzed? (2 points)
(5)Create a balanced scorecard for the company that you analyzed. Include two to five measures in each of the scorecards perspectives. (8 points)
(6)How would the balanced scorecard affect the way managers develop the companys strategy? (2 points)
Resources that you might also choose to use:
Information in your textbook on Balanced Scorecard.
Article The Balanced Scorecard Measures that Drive Performance, by Robert S. Kaplan and David P. Norton. The article is available on the course blackboard.
Robert S. Kaplan and David P. Norton
Harvard Business Review
The Balanced Scorecard—Measures
that Drive Performance
Robert S. Kaplan and David P. Norton
What you measure is what you get. Senior execu- other. They realize that no single measure can pro-
vide a clear performance target or focus attention on
tives understand that their organization’s measure-
ment system strongly affects the behavior of the critical areas of the business. Managers want a
balanced presentation of both financial and opera-
managers and employees. Executives also under-
stand that traditional financial accounting measures tional measures.
like return-on-investment and earnings-per-share
can give misleading signals for continuous improve- nies at the leading edge of performance measure-
ment, we devised a ‘‘balanced scorecard’’—a set of
ment and innovation—activitiestoday’s competitive
environment demands. The traditional financial per- measures that gives top managers a fast but compre-
hensive view of the business. The balanced scorecard
formance measures worked well for the industrial
era, but they are out of step with the skills and com- includes financial measures that tell the results of
actions already taken. And it complements the fi-
petencies companies are trying to master today.
As managers and academic researchers have tried nancial measures with operational measures on
customer satisfaction, internal processes, and the or-
to remedy the inadequacies of current performance
measurement systems, some have focused on mak- ganization’s innovation and improvement activi-
ties—operational measures that are the drivers of
ing financial measures more relevant. Others have
said, ‘‘Forget the financial measures. Improve opera- future financial performance.
Think of the balanced scorecard as the dials and
tional measures like cycle time and defect rates; the
financial results will follow.’’ But managers should indicators in an airplane cockpit. For the complex
task of navigating and flying an airplane, pilots need
measures. In observing andworking with many com- detailed information about many aspects of the
flight. They need information on fuel, air speed, alti-
panies, we have found that senior executives do not
rely on one set of measures to the exclusion of the tude, bearing, destination, and other indicators that
summarize the current and predicted environment.
Reliance on one instrument can be fatal. Similarly,
Robert S. Kaplan is the Arthur Lowes Dickinson Professor of
the complexity of managing an organization today
Accounting at the Harvard Business School. David P. Norton is
requires that managers be able to view performance
president of Nolan, Norton & Company, Inc., a Massachusetts-
based information technology consulting firm he cofounded.
in several areas simultaneously.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET AN AMAZING DISCOUNT ?
Our Service Charter
Excellent Quality / 100% Plagiarism-FreeWe employ a number of measures to ensure top quality essays. The papers go through a system of quality control prior to delivery. We run plagiarism checks on each paper to ensure that they will be 100% plagiarism-free. So, only clean copies hit customers’ emails. We also never resell the papers completed by our writers. So, once it is checked using a plagiarism checker, the paper will be unique. Speaking of the academic writing standards, we will stick to the assignment brief given by the customer and assign the perfect writer. By saying “the perfect writer” we mean the one having an academic degree in the customer’s study field and positive feedback from other customers.
Free RevisionsWe keep the quality bar of all papers high. But in case you need some extra brilliance to the paper, here’s what to do. First of all, you can choose a top writer. It means that we will assign an expert with a degree in your subject. And secondly, you can rely on our editing services. Our editors will revise your papers, checking whether or not they comply with high standards of academic writing. In addition, editing entails adjusting content if it’s off the topic, adding more sources, refining the language style, and making sure the referencing style is followed.
Confidentiality / 100% No DisclosureWe make sure that clients’ personal data remains confidential and is not exploited for any purposes beyond those related to our services. We only ask you to provide us with the information that is required to produce the paper according to your writing needs. Please note that the payment info is protected as well. Feel free to refer to the support team for more information about our payment methods. The fact that you used our service is kept secret due to the advanced security standards. So, you can be sure that no one will find out that you got a paper from our writing service.
Money Back GuaranteeIf the writer doesn’t address all the questions on your assignment brief or the delivered paper appears to be off the topic, you can ask for a refund. Or, if it is applicable, you can opt in for free revision within 14-30 days, depending on your paper’s length. The revision or refund request should be sent within 14 days after delivery. The customer gets 100% money-back in case they haven't downloaded the paper. All approved refunds will be returned to the customer’s credit card or Bonus Balance in a form of store credit. Take a note that we will send an extra compensation if the customers goes with a store credit.
24/7 Customer SupportWe have a support team working 24/7 ready to give your issue concerning the order their immediate attention. If you have any questions about the ordering process, communication with the writer, payment options, feel free to join live chat. Be sure to get a fast response. They can also give you the exact price quote, taking into account the timing, desired academic level of the paper, and the number of pages.