2.

What is your assessment of Exhibit 3, The North America commercial Balanced

Scorecard? Give your specific recommendation to improve the scorecard.
Jawab:
Corporate Balance Scorecard yang sudah digunakan adalah sebagai berikut:
1. Becoming the first in each of our chosen Therapeutic Areas
- Maximizing total Serono sales performance
- Grow global market share in each Therapeutic Areas
- Maximize free cash flow generated by the group
2. Build a superior company to work for
- Commercial excellence and alignment of human and financial resources
behind revenue generating activities and resources allocations
- Leadership skills and management competence
Dalam hal ini balance scorecard yang diberikan hanya berfokus pada financial
perspective dan belum memilki customer perspective, serta internal perspective dan
learning & growth perspective yang digabung.
Untuk itu kami memberikan rekomendasi kepada Serono yaitu berupa tambahan
balanced scorecard:
Perspective Strategic Objective
Customer perspective Service
- Products needed to be made available
Relationship
- Serono will remain the partner of choice for
patients, physicians, and other customers.
Brand
- Become one of the world’s top three
biotechnology companies
Internal Perspective Innovation Process
- Multiple products
Marketing Process
- Strong global marketing presence
Customer Process
- Creating preferred partnerships with customers
Learning and Growth Human Capital
Perspective - Providing and developing the best talent to
support R&D
Information Capital
- Use the Hyperion database