【理论】平衡计分卡研究工具

ZeromeasurementSubsequentmeasurementCompetitor3(0.5/1)(1/1)1verygood0.5Awareness(0.5/0.5)(1/0.5)1highverypoor0low0.5ImageCompetitor1Strategicgoal(definitionoftargetvalue):?Gain0.08points(8%)intermsofimage?Noneedtoimproveawareness1)Intermsofimage,thetargetvaluehasbeensurpassedby0.07points(7%)Competitor2Competitor4CompanyCompetitor3Competitor1Competitor2Competitor4CompanyTargetvalueTargetindex1)??}>“BSCcommunicationindexer?”Marketresearchtoolforimplementingabalancedscorecard(BSC)Thesedays,manymajorcompaniesareconsideringimplementingabalancedscorecard.Inthiscontext,indicesarebecomingevermoresignificant.Fromacustomerperspective,imageandawarenessareveryimportant.RolandBergerMarketResearchhavedevelopedatoolforimageandawarenessmeasurement,theBSCcommunicationindexer?.SinceKaplanandNortonfirstwroteofit,theba