13
Strategy maps
The big picture
In 1992 Kaplan and Norton introduced the balanced scorecard (BSC, see Chapter 17). The premise for the BSC was to start with a clean sheet of paper. Based on the analysis of hundreds of scorecards, Kaplan and Norton found there are patterns that – in a chain of cause-and-effect logic – connect the strategy as intended with the drivers that will lead to the strategic outcomes. These patterns together form a framework, which is visualised as a map.
A strategy map (Kaplan & Norton, 2004) describes the process of transforming intangible assets into tangible customer and financial outcomes. Strategy maps help organisations ...
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