In the last decade a greater number of businesses have observed the advantages of communicating strategy to their workers in an easy to understand way. Kaplan and Norton developed the balanced scorecard which is among the top management models offering tools to get this done. The necessity for knowledge regarding how to develop good internal communication so that you can completely make use of the balanced scorecard model makes this a fascinating subject to research. The objective of this project is to explain the way the balanced scorecard could be employed as a tool for communicating strategy inside companies using a case study of a Hospital. This project report concentrates only on how the balanced scorecard is utilized as a communication tool towards staff members and not towards different stakeholders. The perspective is on the utilisation of the balanced scorecard as a communication tool instead of implementation. A qualitative investigation method was employed to get a much deeper understanding of the subject. By performing interviews with staff members at various managerial levels we would get a wider picture of how the balanced scorecard is utilized as a communication tool in a Hospital. The familiarity with the techniques as well as of the balanced scorecard differs among them employees at this Hospital and is dependent primarily on training obtained and involvement in the development of the scorecard. Meetings and the intranet comprises the key communication channels and the messages sent are tailored when it comes to language to be able to make sure correct reception…..
Video: What is a Balanced Scorecard
Contents
1. INTRODUCTION
1.1 BACKGROUND
1.2 PROBLEM
1.2.1 Problem formulation
1.3 PURPOSE OF THE THESIS
1.4 DELIMITATIONS
1.5 OUTLINE OF THE THESIS
2. METHOD
2.1 RESEARCH APPROACH
2.2 RESEARCH METHOD
2.3 SELECTION OF THE COMPANY
2.4 DATA COLLECTION
2.4.1 Primary data
2.4.2 Secondary data
2.5 VALIDITY, RELIABILITY AND OBJECTIVITY OF SOURCES
2.5.1 Validity
2.5.2 Reliability
2.5.3 Objectivity
3. THEORY
3.1 THE BALANCED SCORECARD
3.1.1 The four perspectives
3.1.2 Cause-and-effect relationships
3.1.3 Strategic management system
3.2 COMMUNICATION
3.2.1 Transmission models
3.2.2 Obstruction and interpretation
3.2.3 Communication within companies
3.3 THE BALANCED SCORECARD AND COMMUNICATION
3.3.1 Communication process
4. MODEL FOR ANALYSIS
5. EMPIRIC FINDINGS
5.1 KUNGÄLV HOSPITAL
5.1.1 Vision of the hospital
5.2 RESPONDENTS
5.3 THE BALANCED SCORECARD
5.4 THE PURPOSE OF HAVING THE BALANCED SCORECARD AS A COMMUNICATION TOOL
5.5 COMMUNICATION WITHIN KUNGÄLV HOSPITAL
5.5.1 Communication channels
5.5.2 Obstructions
5.5.3 Feedback
6. ANALYSIS
6.1 THE BALANCED SCORECARD
6.2 THE PURPOSE OF HAVING THE BALANCED SCORECARD AS A COMMUNICATION TOOL
6.3 COMMUNICATION WITHIN KUNGÄLV HOSPITAL
6.3.1 Communication channels
6.3.2 Obstruction
6.3.3 Feedback
7. CONCLUSIONS
7.1 THE MAIN RESEARCH PROBLEM
7.2 CONCLUSIONS…….
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