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Figure 1. The Balanced Scorecard Strategy Map (Amended from Kaplan andNorton 2000, pp. 168 – 169)
The strategy map presented in Figure 1 is designed according to the four perspectives of the Balanced Scorecard framework as follows.
: The objective of the financial perspective is to link the revenue growth strategy and the productivitystrategy together.
: The core of the strategy is the customer valueproposition. The value proposition can be chosen from three differentiators: operationalexcellence, product leadership and customer intimacy. A company should excel in oneof the three areas and meet general requirements in two others.