Defining The Balanced Scorecard Accounting Essay


Now you may inquire yourself, what in the universe does this image have to make with anything? Well, there is a significance behind the image. Most companies no affair where, they all have a similar problemaˆ¦there is a deficiency of way when it comes to the scheme and the direction procedure. In fact “ 95 % of employees do non understand their company ‘s scheme. ( How are they supposed to put to death a program it if they do n’t understand it? ) ”[ 1 ]. This was no different from what I had experienced during my internship at RA-SLE GmbH in Marktoberdorf located in southern Germany. The company consists of 200 employees and exports to 34 different states all over the universe. My official occupation rubric at RA-SLE was Export Assistant my occupation included being an agent for the states I was “ taking ” attention of, while under supervising of an Area Gross saless Manager. There is a clear division within a company and direction is holding trouble equilibrating out precedences and duties that could assist in understanding and forming the overall scheme of the company.

Literature Review

In order to admit implementing a balanced scorecard to direction at RA-SLE GmbH, we foremost have to specify the footings `balanced scorecardA? and `management.

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2.1 Specifying the Balanced Scorecard ( BSC )

Harmonizing to Robert Kaplan and David Norton the “ laminitiss ” of the balanced scorecard, there is a balance between the external and internal steps which, are broken down in the undermentioned four types of sectors of the model ; fiscal, client, internal concern procedure, larning and growing which are the thrusts of a company.[ 2 ]

The Scorecard itself balances the frameworks results of the above drivers to associate together the vision and the scheme utilizing a program, puting marks, pass oning and clear uping any steps of aims.

Together the balanced scorecard is a “ strategic public presentation direction model that allows administrations to pull off and mensurate the bringing of their scheme. ”[ 3 ]

2.2 Defining Management

Management harmonizing to Sir Thomas More is the intermingling of an organisation ‘s resources and corporate policy that create, form, program, control and direct in order to accomplish aims.[ 4 ]A director is a individual or group of people who personally implements the company ‘s corporate civilization and policy that have been laid out.

2.3 The Balanced Scorecard Model in Action

In order to implement the BSC into RA-SLE GmbH direction the company will necessitate to look at the full BSC theoretical account. We have already discussed in 2.1 and 2.2 what both a balanced scorecard and direction is defined as. With this cognition we can supervise the theoretical account created by Robert Kaplan and David Norton from the Harvard Business School Press. The focal point of the BSC is to put to death the below mentioned direction procedures and the drivers suitably.

Diagram 1: The Balanced Scorecard as a Strategic Framework for Action[ 5 ]

Additional to the theoretical account above the thrusts of the company depend on the followers:

Fiscal: “ to win financially, how should we look to our stockholders? ”

Customer: “ to accomplish our vision, how should we look to our clients? ”

Internal Business Procedure: “ to fulfill our stockholders and clients, what concern processes must we stand out at? ”

Learning and Growth: “ to accomplish our vision, how will we prolong our ability to alter and better? ”[ 6 ]

The BSC is good to companies based on their demands associating to steps that both directors and employees can assist to better e.g. organisational aims for effectivity, transforms scheme into public presentation measurings or marks, reviews bend overs and isolates the different maps and sections.[ 7 ]

2.4 Planing a Management Sytem

Management every bit mentioned before in 2.2 explains the importance of a company ‘s resources to achive aims. Most companies already have a program or a measuring for public presentation in topographic point to make, program and contol the chief aims. The type of direction scheme that can be implemented to attach to the BSC:

The top-down attack: refers to the procedure that accustomed public presentation steps, get downing with designation and formalization of company ‘s vision and missions:

( 1 ) to develop consensus over the mission and future vision of the company

( 2 ) to put up strategic aims to be able to interpret the company ‘s vision into operations for each of the BSC ‘s position.[ 8 ]

Management can besides utilize a so called derived function attack which focuses strictly on the success factors of the company or future success ; nevertheless most companies initiate the BSC to run for single parts of the pull offing procedure as shown in Diagram 2 below:


Diagram 2: Management Procedure

The diagram above relates strictly to the rating and improvising of the measuring system, each subdivision mentioned above is portion of the overall wide end to form the company utilizing the scheme implemented. This tool can assist directors to pass on their scheme for alteration, particularly since stipulating aims can assist employees to farther ease the same vision.[ 10 ]


As mentioned antecedently 2.3 and 2.4 the BSC is a model for mensurating scheme utilizing drivers of value that determine the fiscal public presentation, positions of clients, larning and growing and internal and external concern of direction systems to equilibrate out information gained. From my experience at RA-SLE, I realized that there seems to a sense of uncertainness when it comes to the overall scheme and deficiency of direction. There was no construction which led to a batch of confusion between employees, doing the work atmosphere unpleasant for all. The improper direction of the company is non merely impacting the employees but besides the clients, the deficiency of scheme is forestalling RA-SLE from working expeditiously and instead time-consuming.

Discussion of Consequences

4.1 Un-organization in Management

As mentioned in the old subdivision, I observed a deficiency of organisation in direction at RA-SLE. I can talk for the export section in this instance. Upon my reaching in February 2012, there was an export director, he reported back to the pull offing manager. However within the section we the helpers were responsible for certain responsibilities refering to our states, those states were so besides divided between two country gross revenues directors who were responsible for the contracts and marketing budgets or particular petitions. In May 2012, the whole export section went south when the export director retired, since no replacing had been appointed the section as a whole had to describe on a hebdomadal footing to the pull offing manager, who after two hebdomads was overwhelmed. This led to major pandemonium within the section and overall company. As an intern I was given a batch of power to do appropriate determinations sing my states. At this point I realized that if I make any errors it could be damaging to the company or export section. There was no support, no recommendations and perfectly no order. From my experience any determinations I made at RA-SLE did non needfully strictly exist in the Export section, but besides the selling, accounting, B2B, and the buying section.

4.2 Execution of the BSC and Management Strategy

The BSC is an easy designed model that would suit to RA-SLE GmbH. The balanced scorecard may be implemented for many different grounds ; a company may make so for an single section within a company or for the company as a whole. In this instance as mentioned before RA-SLE lacked direction everyplace, so it would be logical to implement the top-down attack so that the company from top to bottom is affected. The diagram below illustrates the complexness and range of the direction system. There are in entire 10 stairss[ 11 ]:

Measure 1: To clear up and specify the vision of the company.




MonthsStep 2: Communication and linking directors and CEO ‘s to implement a scheme and develop in to a scorecard.

Measure 3: Develop and precede with a alteration plans in order to extinguish uneffective investings.

Measure 4: Review the company ‘s parts in order to determine a concern orientated scheme

Measure 5: Better the vision by analyzing the sector and corporate scorecards

Measure 6: Explain the scorecard with the remainder of the company


regularlyStep 7: Upgrade a long-run program and budget ( normally 5 old ages )

Measure 8: Manage reappraisals of sector scorecards ( normally monthly or quarterly )

Measure 9: Carry out a Strategy reappraisal in order to update the scheme scorecard ( Annually )

Measure 10: Balance public presentation of the employees with the scorecard as an inducement.

Diagram 3: Using the Management System to Orchestrate Change[ 12 ]


My recommendation is that RA-LSE GmbH should every bit mentioned throughout the paper usage a more structured direction scheme, my personal recommendation is to implement the direction system mentioned in Diagram 2 since the chief thoughts of the balanced scorecard are being used over a sensible period of clip and that the stairss 7-10 can be done repeatedly to better the direction procedure. The balanced scorecard builds force per unit area in the direction system so that marks of the company ‘s vision, mission, budgeting, inducements and personal ends can be organized and direction consequently. In my state of affairs holding old steps or a construction to look back on after the export director left would hold helped in doing the appropriate determinations that would hold benefited the company more than those determinations I had to do at the clip due to the deficiency of organisation and support from corporate. Had RA-SLE already developed a strategic model, so there would hold been lucidity, consistence, achieved ends, developed leading, organisation and met marks or even a feedback system to polish.


In decision, as mentioned in item throughout the paper the balanced scorecard founded by Robert Kaplan and David Norton is one of the most used types of direction scheme. Management at RA-SLE could profit greatly from the organisational scheme and scorecard.


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Hayes, John. “ Developing Tools to Help with Implementation. ” The Theory and Practice of Change Management. 2nd erectile dysfunction. Basingstoke [ England: Palgrave Macmillan, 2007. 353-54. Print.

Biazzo, Stefano, and Patrizia Garengo. “ The Balanced Scorecard for SMEs: . ” Performance Measurement with the Balanced Scorecard: A Practical Approach to Implementation within SMEs. Heidelberg: Springer, 2012. 23-31.http: //

Chatterjee, Amitava. “ Positions from My World. ” Weblog station. The Voice of a Baffled Engineer! N.p. , 17 Feb. 2011. Web. 11 Nov. 2012. hypertext transfer protocol: //

Marr, Bernard. “ What Is a Balanced Scorecard? ” Advanced Performance Institute. N.p. , n.d. Web. 11 Nov. 2012. & lt ; hypertext transfer protocol: // % 20Scorecard.html & gt ; .

No Author, “ Idea Balanced Scorecard ” . The Economist ( Dec.26th 2009 )

Kaplan Robert S. and David P. Norton, “ Using the Balanced Scorecard as a Strategic Management System, ” Harvard Business Review ( January-February 1996 ) : 77. Reprinted with permission

Kaplan, Robert S. and David P. Norton. “ Using the Balanced Scorecard as a Strategic Management System, ” Harvard Business Review ( January-February 1996 ) : 78-79. Reprinted with permission

Kaplan, Robert S. , and David P. Norton. The Balanced Scorecard: Translating Strategy into Action. Boston, MA: Harvard Business School, 1996. Print.

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