罗兰贝格MarketResearch-平衡计分卡

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|InsightOutsideZeromeasurementSubsequentmeasurement(0.5/1)(1/1)Companyvery1goodCompetitor1Strategicgoal}Targetindex1)Target(definitionoftargetvaluevalue):Competitor3¥Gain0.08pointsCompetitor3Company(8%)intermsofCompetitor1image¯¥Noneedtoimprove¯awareness0.5ImageCompetitor2Competitor2Competitor4Competitor4(0.5/0.5)(1/0.5)verypoor00.511)Intermsofimage,thetargetvaluehasbeensurpassedlowAwarenesshighby0.07points(7%)>ÒBSCcommunicationindexer¨ÓMarketresearchtoolforimplementingabalancedscorecard(BSC)Thesedays,manymajorcompaniesareconsideringimplementingabalancedscorecard.Inthiscontext,indicesarebecomingevermoresignificant.Fromacustomerperspective,imageandawarenessareveryimportant.RolandBergerMarketResearchhavedevelopedatoolforimageandawarenessmeasurement,theBSCcommunicationindexer¨.SinceKaplanandNortonfirstwroteofit,thebalancedscorecard,BSCcommunicationindexer¨:ItscharacteristicsandtheirorBSC,hasbeenthetopicoffrequentdiscussion.Moreandmoremathematical-statisticalrealizationcompaniesarerealizingthatcorporatesuccessdoesnotdependonfinancialprocessesalone,butalsoonnon-monetarycomponents.Intheearlystagesofthetooldevelopmentphase,wedefinedtheThatiswhybusinessprocesses(e.g.productandservicequality),mostimportantcharacteristicsofanefficientBSCindextoolforcustomerrelationship(e.g.imageandawareness),andemployeetheimageandawarenessperspective.Insteptwo,correspondingpotential(e.g.learninganddevelopment)arebecomingevermoremathematicalsolutionswerethencreated.importantwhenstrategicgoalshavetobedefined.Theabove-mentionedcharacteristicsandtheirmathematicalNevertheless,despitethepopularityoftheBSC,precisemathe-realizationareasfollows:maticalsolutionsthatcancondensethehugeamountofinforma-tiondowntoasmallnumberofindicesarestilluncommon.That1.Clarityiswhywefeltcalledupontocreateatool.Itwasessentialtoreducethenumberofindicestoaminimum.

1RolandBergerMarketResearchInsightOutside|Thetooldevelopmentthereforeresultedinb)ComprehensibilityTheillustrationprovidesasimplifiedonlytwoindices:oneimageindexandoneThescalerangesfrom0to1.exampleofhowtheBSCcommunicationawarenessindex.indexer®isapplied.4.Benchmarking2.CompletenessTheindicescanbecalculatedforOutlookforthebalancedscorecardDespitecondensingthedatadowntoonlyboththecompanyanditsstrongesttwoindices,itisvitaltoavoidimportantcompetitors.Asabalancedscorecardassumesthatallinformationgettinglost.Besidesthefourprocessesinteractwitheachother,generalimage,theimageindexthereforelookingatoneperspectivealonesurelyincludesinformationonafter-salesservice,Tocollectthedatarelevanttothecalcula-doesnotfitwiththecomplexityofrealityproductquality,price-performanceratio,andtionofbothindices,anextensiveand–a“complete”balancedscorecardhasdeliveryperformances(on-timedelivery,detailedquestionnairewasconstructed.thusnotyetbeendeveloped.Thenextdeliverycapabilityandefficiency,etc.).TheimportantandchallengingstepwouldbeawarenessindexshouldmeasurebothAllofthesereflectionsresultedinanindextolinktheresultsoftheBSCcommunica-generalawarenessandtheawarenessofsystemconsistingofonlytwoindices,thetionindexer®withtheremainingthreespecificcompanydivisionsandproductawarenessindexandtheimageindex.Bothperspectives(finance,businessprocesses,segmentsrelevanttostrategicactions.indicesarestandardizedtothesamerangeandpotentials),tocomeupwithpossibleFurthermore,bothindicesshouldinclude(0to1)andarethereforecomparablewithinteractionsandtodeducefurtherstrate-valueswhichcomparethecompanywitheachotherandalsoacrossdifferentcoun-gicgoalsandarrangements.Inanycase,itsstrongestcompetitorsand(intermsoftriesandseveralmeasurementdates.thesimplerthekeyfiguresusedinthisimage)withanidealsupplier.phase,theeasierthischallengingphaseTheyarenotsimplefigures,butaggregatedwillbe.3.Comparabilityandcomprehensibilityvalues,i.e.valuesthatincludeawiderangeIfyouareinterestedintheBSCcommunicationindexer¨,ComparabilityandcomprehensibilityareofdifferentinformationonimageandpleasecontactMs.HeikeKnig(phone:+49/899223majorfeaturesofapracticalindexsystem.awarenessandsummarizeitallinone428,e-mail:heike_koenig@de.rolandberger.com)Comparabilitycanbemathematicallymeaningfulkeyfigure.Inadditiontothis,achievedthroughstandardization.Fortheyincludedatawhichcomparesthebettercomprehensibilityandeasiercompanywithitsstrongestcompetitorsandinterpretation,therangewasdefinedas(intermsofimage)withanidealsupplier.between0and1.ApplyingtheBSCcommunicationindexer¨4.BenchmarkingBenchmarking,i.e.beingabletocalculateAsmentionedabove,abalancedscorecardindicesforboththecompanyanditsaimsatsupportingthedefinitionofstrate-strongestcompetitors,isthefourthandgicgoalsandhelpstodeducethecorre-finalrequirementofameaningfulBSCspondingstrategicarrangements.Buthowindexsystem.(inasecondstep)cantheefficiencyofstrategicactionsbeevaluated?Thefollowingillustrationprovidesabriefsummaryofthemostimportantcharacter-Firstitisimportanttoestablishaneffi-isticsoftheBSCcommunicationindexer®:ciencycriterion:atargetvalueisdefinedonthebasisoftheresultsofthezeroCharacteristicsoftheindextoolandmeasurement.Inthesubsequentmeasure-theirmathematical-statisticalment,anevaluationofwhetherthisrealizationcriterionismetornotisperformed.1.ClaritySpecialindices(targetindices)calculatingOnlytwoindices:oneimagethedifferencebetweenthetheoreticalindexandoneawarenessindex.targetvalueandtheempiricalvaluereachedinthesubsequentmeasurement2.CompletenesshelptoevaluatetheextenttowhichtheThetwoindicesincludeallobjectivesareachieved.Astheimageimportantinformationintheindexandtheawarenessindexarestan-rangeofimageandawarenessdardizedonascalerangingfrom0to1,thedifferencescanalsobeinterpretedas3.a)Comparabilitypercentages.TheiralgebraicsignandtheirTheindicesarestandardizedonvaluesarecriteriafortheeffectivenessofthesamescale.thestrategicarrangementsexecuted.