CHAPTER

The Balanced Scorecard and

Strategy Map

Learning Objectives
After studying this chapter, students should be able to:
1. Explain why both financial and nonfinancial measures are
required to evaluate and manage a companys strategy.
2. Understand how a Balanced Scorecard can represent the
cause-and-effect hypotheses of a companys strategy across
financial, customer, process, and learning and growth
perspectives.
3. Explain why a clear strategy is vital for a company.
4. Appreciate the role for a strategy map to translate a strategy
into financial, customer, process, and learning and growth
objectives.
5. Select measures for the strategic objectives in the four
perspectives of a companys Balanced Scorecard and
strategy map.
6. Extend the Balanced Scorecard framework to nonprofit and
public-sector organizations.
7. Recognize problems that companies may experience when
implementing the Balanced Scorecard and suggest ways to
overcome them.

14 Management Accounting 6e
Chapter Overview Chapter 2 introduces the Balanced Scorecard and associated
strategy map. The scorecard incorporates measures derived from
an organizations strategy. Although retaining financial measures of
past performance, the Balanced Scorecard introduces the drivers
of future financial performance. The driversfound in the
customer, process, and learning and growth perspectivesare
selected from an explicit and rigorous translation of the
organizations strategy into tangible objectives and measures. The
benefits from the scorecard are realized as the organization
integrates its new measurement system into management processes
that communicate the strategy to employees, align employees
individual objectives and incentives with successful strategy
implementation, and integrate the strategy with ongoing
management processes: planning, budgeting, reporting, and
management meetings. A new performance measurement and
management system has its greatest impact when the executive
team leads these transformational processes.

The Balanced Scorecards four perspectives address the following

questions:
1. Financial: How is success
measured by our
shareholders?
2. Customer: How do we
create value for our
customers?
3. Process: At which
processes must we excel
to meet our customer
and shareholder
expectations?
4. Learning and growth:
What employee
capabilities, information
systems, and
organizational
capabilities do we need
to continually improve
our processes and
customer relationships?

Teaching Tips 5. Pioneer Petroleum,

described in the chapters
opening vignette, is
based on a real company.
It is instructive to point

15 Management Accounting 6e
 out that among the five
buyer segments identified
in Exhibit 2-1, the
company decided to
strategically target the
first three segments.
6. Examples of successful
Balanced Scorecard
implementations appear
in the chapters In
Practice boxes (Infosys
and Teach for America).
Other excellent examples
appear in the Balanced
Scorecard Collaborative,
Inc.s Hall of Fame.
These can be found at
www.bscol.com/bsc_onli
ne/learning/hof/.
7. To distinguish between a
Balanced Scorecard and
a scorecard that consists
of an ad hoc collection of
key performance
indicators (KPIs), stress
the cause-and-effect
linkages and the linkage
of BSC objectives and
measures to strategy in a
strategy map; instructors
may find Exhibits 2-4, 2-
5, and 2-18 in
conjunction with 2-19
useful to illustrate this
point.
8. For an example of vision
and mission statements
for a public sector
organization, consider
the City of Charlotte, see
Case 2-51.
9. The chapters Discount
Airlines example is
notable because it
highlights the effect of
capacity utilization
(fewer planes) on
financial performance.

The Balanced Scorecard and Strategy Map 16

 Discussion of the airline
example can be expanded
by discussing articles
such as the following:
o Improving processes by benchmarking from another
context: Carey, S. Racing to Improve: United Airlines
Employees Go to School for Pit Crews to Boost
Teamwork, Speed. The Wall Street Journal (March 24,
2006), B1. This article describes improving the process of
turning a plane at the gate by training at a racecar pit
crew school, links decreased ground time to a reduced
need for planes and greater revenue, and mentions
benchmarking turning times to competitors times. Other
examples of companies that have used pit crew training can
be found at www.visitpit.com/group-lean-training/half-day-
training/.

o Linking decreased boarding times to a reduced need for

planes (at $40 million each): Kewus, C. and R. Lieber.
Testing the Latest Boarding Procedures: Airlines Try New
Strategies to Load Passengers Faster; The New Meaning of
Group 1. The Wall Street Journal (November 2, 2005),
D1.

o Searching for ways to decrease boarding times: Zaminska,

N. Plane Geometry: Scientists Help Speed Boarding of
Aircraft: America West Saves Minutes with Reverse
Pyramid; Link to Relativity Theory. The Wall Street
Journal (November 2, 2005), A1.

10. The following readings

may be assigned:
o Rucci, A. J., S. P. Kirn, and R. T. Quinn. The Employee-
Customer-Profit Chain at Sears, Harvard Business Review
(January-February 1998) 8397. This article reports an
empirical analysis of linkages between employee satisfaction
and customer satisfaction, and between customer
satisfaction and profit.

o Ittner, C. D., and Larcker, D. F., Coming Up Short on

Nonfinancial Performance Measurement, Harvard
Business Review, November 2003, Vol. 81, Issue 11, 8895.
This article discusses common mistakes that prevent
companies from realizing benefits from measuring
nonfinancial performance.

o Campbell, Dennis, S. M. Datar, S. L. Kulp, and V. G.

17 Management Accounting 6e
 Narayanan. Testing Strategy Formulation and
Implementation Using Strategically Linked Performance
Measures. HBS Working Paper, 2006. This paper provides
excellent documentation on testing strategic linkages. A
related case and teaching note has been developed
(Store24, Harvard Business School Case 5-103-078;
teaching note 9-103-058).

o Kaplan, Robert S. and David P. Norton, Transforming the

Balanced Scorecard from Performance Measurement to
Strategic Management: Part I, Accounting Horizons
(March 2001): 87104.

o Kaplan, Robert S. and David P. Norton, Transforming the

Balanced Scorecard from Performance Measurement to
Strategic Management: Part II, Accounting Horizons (June
2001): 147160.

11. Those wishing to use the

Balanced Scorecard
concept as the
foundation for a semester
project may try
something like the
following. Divide the
class into teams of two to
four students. Each team
selects a publicly traded
organization (or local
not-for-profit or
governmental agency for
which significant
information is readily
available) and develops a
scorecard for the
organization. The groups
can present their
scorecards either as
PowerPoint presentations
or as printed documents,
depending on the
instructors preference.
An assignment such as
this serves several
purposes. It forces the
students to think clearly
about the Balanced
Scorecard categories and
how performance might
The Balanced Scorecard and Strategy Map 18
 be measured in a given
industry. It also increases
the students familiarity
with publicly available
sources: annual reports,
10-K filings, proxy
statements, press
releases, and articles in
the business press.
Furthermore, if the
scorecards are presented
to the class as a whole,
the assignment gives the
students practice at oral
presentations in which
each member of a group
must coordinate his/her
efforts with those of their
colleagues.
12. Another variation on this
idea is to select a single
firm. Divide the class into
four groups, each of
which is assigned one of
the four aspects of a
Balanced Scorecard.
Each group brings its
scorecard
recommendations to
class, prepared to
contribute to a general
discussion of the
scorecard concept and its
application to the firm in
question. This works best
with a relatively small
class, and one in which
the groups (or
representatives thereof)
can meet to coordinate
their ideas.

Recommended 1. The sixth edition contains a new case on the University of

Cases Leeds strategy map (Case 2-50). This case illustrates a strategy
map for an educational not-for-profit organization.
2. In a governmental not-for-profit setting, Case 2-51 asks
students to develop a Balanced Scorecard for the City of
Charlotte, based on material available on the citys web page.

19 Management Accounting 6e
 3. Case 2-52 refers students to the Wells Fargo web page to obtain
material to develop a Balanced Scorecard for the bank.
4. Two Harvard Business School cases on the Balanced Scorecard
appear in the book. These are relatively short cases that still
offer extended examples, and will require a full class session of
analysis to discuss adequately. Teaching notes appear in the
Solutions Manual.
o Case 2-53: Chadwick (Abridged). This case involves
developing a Balanced Scorecard for a pharmaceutical
company concerned about research and development.
o Case 2-54: Domestic Auto Parts. This case addresses
designing a strategy map and Balanced Scorecard for the
new strategy of an auto parts manufacturing company.
5. Instructors can access the following two additional Harvard
Business School Balanced Scorecard cases that are suitable for
student projects or exams:
o Transworld Auto Parts (A), Case 9-110-027; teaching note
5-110-064. This is a revised version of Domestic Auto
Parts.
o Sniffing Out Opportunities at PetSmart, Case 9-110-025
(no teaching note is available as of January 2011). This
case provides background pet retail industry information
and strategic positioning information for both PetSmart and
PETCO to enable students to develop Balanced Scorecards
and strategy maps for the two companies.
o Volkswagen do Brasil, Case 9-111-049. This is a new
comprehensive case describing how a new executive team
changed the culture and strategy of an underperforming
unit through development and communication of a strategy
map and Balanced Scorecard.
6. A shorter case exposure to the Balanced Scorecard
implementation is Chemical Bank (Harvard Business School
Case 9-195-210; teaching note 5-108-090).
7. A popular Balanced Scorecard case is Chadwick, Inc. (Harvard
Business School Case 9-193-091; teaching note 5-198-029. The
abridged version appears as Case 2-53 in the textbook. The
wealth of topics covered (leadership [or lack thereof], change
management, performance evaluation, incentives, short-run
optimization, and a myopic focus on the bottom line) makes this
case well worth the classroom time spent on it.

Chapter Outline
I Organizations tend to rely on financial indices (e.g., ROI, net
income) as indicators of total organization performance.

The Balanced Scorecard and Strategy Map 20

Learning Objective 1: A. This narrow focus, however, ignores other important
aspects of performance and lends itself to a myopic
Explain why both preoccupation with the short run.
financial and
nonfinancial measures B. The scorecard provides a balanced structure that enables
are required to managers to consider a variety of relevant performance
evaluate and manage a indicators that are tailored specifically to measure a short list
companys strategy. of items that are critical to achievement of an organizations
strategic goals.

Learning Objective 2:
II The challenge is to find the right mix of financial and
Understand how a nonfinancial measures to use in measuring performance.
Balanced Scorecard
can represent the A. Financial metrics were adequate when the primary assets
cause-and-effect that generated a companys income were physical assets.
hypotheses of a B. Today companys need to create value through their
companys strategy intangible assets such as customer loyalty and relationships,
across financial, efficient and high quality operating processes, new products
customer, process, and and services, employee skills and motivations, databases and
learning and growth information systems and organizational culture.
perspectives.
C. These are not measured with traditional financial metrics yet
they need a measurement system designed for these
intangibles. The Balanced Scorecard (BSC) has become the
most wildly adopted performance measurement system.

Learning Objective 3:
III Strategy maps provide a way to visualize the relationships
Explain why a clear between financial and customer outcomes and the drivers of
strategy is vital for a those outcomes.
company.
A. Before an organization can develop a Balanced Scorecard,
a clear understanding of the vision, mission, and strategy
are essential.

1. Vision is defined by the authors as [a] concise

statement that defines the mid- to long-term (310 year)
goals of the organization. The vision should be external
and market-oriented and should expressoften in
colorful or visionary termshow the organization
wants to be perceived by the world. Mission is defined
as [a] concise, internally focused statement of how the

21 Management Accounting 6e
 organization expects to compete and deliver value to
customers. The mission often states the reason for the
organizations existence, the basic purpose toward which
its activities are directed, and the values that guide
employees activities.

2. An organizations strategy consists of the specific

operational steps required to achieve the mission. Refer
students to Exhibits 2-3, 2-4 and 2-5.

Learning Objective 4:
IV Instructors may want to use the Pioneer Petroleum illustration
Appreciate the role in the text to illustrate the various perspectives, the objectives
for strategy maps to associated with them, and the relevant measures. Introduce the
translate a strategy into four perspectives:
financial, customer,
process, and learning A. Financial
and growth objectives.
B. Customer

C. Process

D. Learning and growth

Learning Objective 5:
V Nonprofit and government organizations (NPGO) performance
Select measures for reports have in the past only focused on financial measures.
the strategic objectives Although they must monitor spending, their success must be
in the four perspectives measured by their effectiveness in providing benefits to
of a companys constituents.
Balanced Scorecard Be sure to review Exhibits 2-20 and 2-21.
and strategy map.
Learning Objective 6:
VI Several factors can lead to problems when building a
Extend the Balanced
performance measure around the Balanced Scorecard.
Scorecard
framework to
nonprofit and public A. The use of too few or too many measures.
sector organizations.
B. Poor scorecard design.

C. Biggest threat is a poor organizational process for

developing and implementing the scorecard.

Learning Objective 7:
VII Building and embedding a new measurement and management
Recognize problems system into an organization is susceptible to four pitfalls.
that companies may

The Balanced Scorecard and Strategy Map 22

experience when A. Senior management is not committed.
implementing the
Balanced Scorecard
and suggest ways to B. Scorecard responsibilities dont filter down.
overcome them.

C. The solution is overdesigned, or the scorecard is treated as

a one-time event.

D. The Balanced Scorecard is treated as a system or

consulting project.

23 Management Accounting 6e
Chapter 2 Quiz (Choose the best answer)
1. Which one of the following is NOT a reason companies use performance measurement
systems?
a. Communicate the companys strategic objectives.
b. Evaluate the performance of only the managers.
c. Motivate employees to help the company achieve its objectives.
d. Help managers allocate resources to the most productive and profitable
opportunities.

2. The biggest threat to a successful Balanced Scorecard design is:

a. too few measures.
b. too many measures.
c. poor organizational process for developing and implementing the scorecard.
d. selection of measures that are not the right measures.

3. Unless strategic objectives can be translated into measures, employees will NOT know
what the status of the objective is today.
a. True
b. False

4. Intangible assets include all of the following EXCEPT:

a. high-quality processes.
b. long-term investments in facilities.
c. employee skills.
d. innovative services.

5. The ____________ perspective focuses on measures of success that are important to

shareholders.
a. customer
b. financial
c. market
d. learning and growth

6. An organizations value proposition is:

a. the price charged for goods or services.
b. the unique mix of price, service, image, product attributes, and relationships that
an organization offers to customers.
c. a proposal submitted to shareholders about valuation of the company.
d. none of the above.

The Balanced Scorecard and Strategy Map 24

7. The process perspective of a Balanced Scorecard might include a focus on:
a. operating processes.
b. customer management processes.
c. regulatory and social processes.
d. all of the above.

8. The learning and growth perspective of a Balanced Scorecard might include a focus
on:
a. information capabilities.
b. organizational alignment.
c. skills and education.
d. all of the above.

9. Nonprofit organizations have had difficulty applying the Balanced Scorecard because:
a. the scorecard is relevant only to for-profit enterprises.
b. nonprofit organizations lack the skills necessary to use the scorecard.
c. nonprofit organizations often have ill-defined strategies.
d. all of the above.

10. Pitfalls in Balanced Scorecard implementations include:

a. senior management not being committed to the implementation.
b. development of the scorecard is treated as a one-time event.
c. The Balanced Scorecard is treated as a systems project.
d. all of the above.

25 Management Accounting 6e
Solutions to Chapter 2 Quiz
1. b
2. c
3. a
4. b
5. b
6. b
7. d
8. d
9. c
10. d

The Balanced Scorecard and Strategy Map 26