The Strategy Map
   • A Strategy Map is a diagram that describes how a company 
    or organisation can create value by linking strategic 
    objectives in a cause and effect relationship.
   • It is based on the four Balanced Scorecard Perspectives: 
    Financial, Customer, Internal Processes and Organisational 
    Capacity.  
   • The key element of the Strategy Map is that it is linked to the 
    ‘scorecards’ that monitor the progress towards the Strategic 
    Objectives.  
   • The ‘scorecards’ will include: metrics, targets for the metrics 
    and strategic initiatives to drive performance towards 
    achieving the objectives. 
    The Balanced Scorecard
    • The Balanced Scorecard is a strategic planning and 
     management method used to: 
      • align business activities to a vision and strategy of an organisation 
      • improve internal and external communications 
      • monitor organisational performance against strategic goals.
    • The design of Balanced Scorecard concerns itself with: 
      • the identification of a small number of financial and non-financial 
       measures referred to as Perspectives
      • setting targets for the measures and then 
      • measuring them on a regular basis to determine success or failure. 
               Strategy Map – Classic Kaplan/Norton
                                                                      Productivity Strategy                                                                                  Growth Strategy
                                                                       Productivity Strategy                                                                                  Growth Strategy
           Financial                                                                                                         Long-Term 
           Perspective                                                                                                       Long-Term 
                                                                                                                       Shareholder Value
                                                                                                                       Shareholder Value
                                                        Improve Cost                       Increase Asset                                               Expand Revenue                           Enhance 
                                                         Improve Cost                       Increase Asset                                              Expand Revenue                           Enhance 
                                                           Structure                          Utilisation                                                 Opportunities                     Customer Value
                                                           Structure                          Utilisation                                                 Opportunities                      Customer Value
           Customer                                                                                             Customer Value Proposition
           Perspective
                                                         Price               Quality           Availability          Selection            Function             Service            Partnership            Brand
                                                          Price              Quality            Availability         Selection            Function              Service           Partnership             Brand
                                                                                Product / Service Attributes                                                          Relationship                        Image
           Internal                                Operations Management                       Customer Management                           Innovative Processes                       Regulatory and Social 
                                                            Processes                                  Processes                                                                               Processes
           Perspective                                        Supply                                    Selection                           Opportunity Identification                         Environment
                                                            Production                                 Acquisition                                 R&D Portfolio                           Safety and Health
                                                            Distribution                                Retention                                Design / Develop                              Employment
                                                        Risk Management                                  Growth                                       Launch                                   Community
           Learning &                                                                                                      Human Capital
                                                                                                                            Human Capital
           Growth
                                                                                                                        Information Capital
           Perspective                                                                                                   Information Capital
                                                                                                                      Organisational Capital
                                                                                                                       Organisational Capital
                                                              Culture                                   Leadership                                   Alignment                                  Teamwork
               Strategy Map - Generic Example
                       Mission:    Managing with greatness and strength, improving everything daily  
                       Vision:      Leading with inspiration and courage, passionate about future possibility and change 
                       Financial                                                                           Sustained Shareholder Value
                       Perspective
                                                                             Productivity Strategy                                                        Revenue Growth Strategy
                                                               Improve Cost                           Increase Asset                               Enhance                                  Expand 
                                                                  Structure                              Utilisation                               Customer                                Revenue 
                                                                                                                                                     Value                              Opportunities
                       Customer                                                                                           Customer Value 
                       Perspective                                                                                           Proposition
                                                         Price               Quality           Availability          Selection            Function             Service            Partnership            Brand
                                                                                       Production Service Attributes                                                      Relationship                   Image
                       Internal 
                       Perspective                           Operations                        Customer Management                           Innovative Processes                     Regulatory and Social 
                                                     Management Processes                              Processes                                                                              Processes
                                                      Processes that produce                   Processes that enhance                         Processes that create                   Processes that improve 
                                                      and deliver products and                       customer value                             new products and                        communities and the 
                                                               services                                                                               services                               environment
                       Learning & 
                       Growth
                       Perspective                         Human Capital                                                Information Capital                                           Organisational Capital
                                                                 Skills                           +                            Systems                            +                        Skills / Training
                                                                Training                                                      Databases                                                       Knowledge
                                                              Knowledge                                                        Networks                                                       Teamwork
     Basic Strategy Map Background
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