Apply a balanced scorecard to assess and evaluate competitive advantage. ¦ The balanced-scorecard…

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?

 

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