Apply a balanced scorecard to assess and evaluate competitive advantage.
■ The balanced-scorecard approach attempts to provide a more integrative view of competitive advantage.
■ Its goal is to harness multiple internal and external performance dimensions to balance financial and strategic goals.
■ Managers develop strategic objectives for the balanced scorecard by answering four key questions: (1) How do customers view us? (2) How do we create value? (3) What core competencies do we need? (4) How do shareholders view us?