| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 98 === The balanced scorecard is a strategic planning and management system that is used extensively in business and industry, government, and nonprofit organizations worldwide to align business activities to the vision and strategy of the organization, improve internal and external communications, and monitor organization performance against strategic goals. It was originated by Drs. Robert Kaplan (Harvard Business School) and David Norton in 1992 as a performance measurement framework. The balanced scorecard suggests that we view the organization from four perspectives, The Financial Perspective, Customer Perspective, Business Process Perspective and Learning & Growth Perspective. Organizations can convert visions and strategies into concrete objectives by applying the four perspectives. In addition, based on the causal relationship, it can also make the key performance indicators and the operating strategic objectives connected to guide behaviors of employees and organizations.
This research adopts case study approach---the case of S company in telecommunication industry. The purpose of this study is to investigate an approach of how to apply the balanced scorecard as a strategic planning tool. This research consulted references related to strategic planning tools, including balanced scorecard. The major findings of this study are summarized as following:
1. Via SWOT and five forces analyses to comprehend the general situation of telecommunication industry, and also understand the Strengths, Weaknesses, opportunities and threats of the S company.
2. According to the results of SWOT and five forces analyses, we can apply balanced scorecard theory to obtain the strategic map of the S company.
3. This research can assist the strategic operating levels of management to learn how to analyze the situation of the company by applying SWOT and five forces analyses. We can also use these two approaches to identify the Strengths and Weaknesses and comprehend the competitive situation which our company is facing.
Key words: Balanced Scorecard, Strategic Planning, Telecommunication Industry
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