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Kaplan and Norton Balanced Scorecard Framework
Kaplan and Norton (1992, 1993, and 1996) describe the concept of a 'balanced scorecard' that includes four categories of measure: financial, customers, internal business processes and measures of innovation and learning. The balanced scorecard starts by asking 'what do shareholders want?'
The framework allows managers in a company a rapid and comprehensive assessment of a company in a single report. Managers can consider and balance performance measures for four critical areas or perspectives that effect successful mission accomplishment.
Why it is important for marketers to fully understand today's consumer behaviour? Explain the factors that influence consumer's buying behaviour.
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