What companies need Balanced Scorecard and what mistakes are to be avoided
As Balanced Scorecard is gaining popularity, there appear increasingly more issues and questions related to use and maintenance of this popular business performance measurement tool. These days, we can see more publications in mass media devoted to Balanced Scorecard, problems associated with this system, most common mistakes, stories of failures and success.
Balanced Scorecard is evolving together with the business environment. More and more companies occupied in various business and non business spheres choose to use Balanced Scorecard which helps companies reach strategic goals and measure performance. As said above, Balanced Scorecard is being used by various businesses in various parts of the world.
It needs saying that Balanced Scorecard is becoming increasingly popular in government and nonprofit organizations. If large companies have one major goal of making more profits, increasing value of the company and competitive advantage in the market, nongovernment organizations have limited funds, and so they need to make sure that the money is spent wisely.
The company strategy should be formulated in financial terms/indicators. Of course, most businesses have financial goals, and this is normal. But if the company owners and management do not have strategic vision it will be very difficult to reach these goals even using Balanced Scorecard system. Companies that view their mission as obtaining a certain position in the market or in the society can make a very effective use of Balanced Scorecard.
You may ask “Why are so many companies interested in Balanced Scorecard?” It seems like there is the dozen (or even more) other alternative business management systems. As a rule owners and managers of top companies want to use Balanced Scorecard with just one question: “How can I optimize performance of my company to increase its value?” To answer this question, experience of top companies needs to be analyzed. Such companies as UPS, Mobil, AT&T Canada showed great growth largely due to successful implementation of strategy based management. That’s why managers often view Balanced Scorecard as a tool that can improve performance of the company. However, one should be careful when analyzing successful experience of different companies, since every company is individual, and thus requires different measures, approaches, response actions, and strategic goals. Do not forget that this is somebody else’s experience.
It is also important to realize when the company needs implementation of Balanced Scorecard. There are 4 major signs indicating that the company requires Balanced Scorecard.
- The company has both strategy and mission, but for some reason top management is not involved in strategic planning. About 85% of managers spend less than an hour a week for strategic planning, or have a very vague idea of strategic management.
- Company’s personnel does not understand strategic goals of the company and thus fails to participate in implementation of these goals. Balanced Scorecard, when implemented properly, serves as a great learning tool for employees. It is very important that every employee understands his contribution to implementation of strategic goals. It is imperative that everything employees do is aimed at reaching strategic goals. Discrepancies between operational and strategic management may have negative consequences to the company performance.
- Use of Balanced Scorecard system is highly recommended for holding of companies with no common strategic goal. If every company pursues own goals, or some companies may not even have any, overall performance of the holding may not be satisfactory. BSC implementation solves the problem of communication between companies belonging to one holding through development of a comprehensive strategic management scheme.
- There is no operational control on implementation of strategic goals. Strategic management is a continuous process which includes setting of the goals, implementation of the goals, control and response actions. If a company is unable to control implementation of the set goals it would be fair to think that it will never reach them.
Of course, even the most successful companies faced problems when implementing Balanced Scorecard. Moreover, these mistakes are typical and as a rule do not depend on the country of the company or the market it operates in. They can be classified as follows:
- Balanced Scorecard is implemented in the company that has no clear and comprehensive strategy. A company with no strategy will never be able to make an effective use of Balanced Scorecard.
- A company has a clear strategy but the Balanced Scorecard is implemented without clear budgeting, human resource management and compensation systems. About 60% of companies cannot combine Balanced Scorecard with budgeting systems. If personnel is not properly motivated, for example with system of bonuses and rewards, Balanced Scorecard is unlikely to bring some positive results.
- It often happens that the company implements Balanced Scorecard, but its personnel is not ready or doesn’t want to use BSC in the everyday routine work. If a management doesn’t need Balanced Scorecard there is no reason to implement it in the first place. As a rule, if the company management is reluctant to use Balanced Scorecard, implementation of the system fails even before the initial stage.
Balanced Scorecard: future prospects
It seems like Balanced Scorecard is not going to have tough competition in the nearest future. These days, there are many strategic development tools. However, it is only BSC that can combine strategic vision with everyday routine work of the company (operational level).
Of course, the system will further develop and improv to effectively use such modules as investment planning, budgeting, human resource management etc.












