FINANCIAL AND MARKETING PERSPECTIVE OF A COMPANY ACCORDING TO THE CONCEPT OF STRATEGIC BALANCE SCORECARD
Balance scorecard was created in the 1990’s and it represents one of the most significant management ideas with the possibility of application in private, public and non-profit sector. It was created in need to respond to demands of intangible assets measurements which participate with more tha...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Applied Management, Economics and Finance – MEF, Belgrade, University Business Academy in Novi Sad
2016-01-01
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| Series: | Journal of Process Management and New Technologies |
| Subjects: | |
| Online Access: | http://www.japmnt.com/images/Volume%204/Issue%201/2-financial%20and%20marketing%20perspective%20of%20a%20company%20%20%20according%20to%20the%20concept%20of%20strategic%20balance%20scorecard.pdf |
| Summary: | Balance scorecard was created in the
1990’s and it represents one of the most significant
management ideas with the possibility of application
in private, public and non-profit sector. It was created
in need to respond to demands of intangible assets
measurements which participate with more than a
half of many great companies’ value in last decades.
Balance scorecard ensures insight into business
possibilities and fulfillment of strategic goals from
four perspectives: financial, marketing, internal and
perspective of learning and growth. Balance
scorecard measures and monitors human, information
and organizational capital of a company with the aim
of establishing to what extent this elements of
intangible assets contribute to company’s strategy
realization. Standpoint for creation of this concept
was an evident gap between corporate top strategy
and understanding that strategy at lower levels of
management and levels of translating strategies into
actual business activities. |
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| ISSN: | 2334-735X 2334-7449 |