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  • Google Balance Scorecard

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    Binh Duong Doan
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    The document presents two ways of presenting a scorecard: a table strategy map and a classical strategy map. The table strategy map shows Google's key perspectives of increasing financial metrics like revenue and net profit, improving customer retention and base, and advancing internal processes such as search, mobile search, social networking, and communication. The classical strategy map simplifies this into perspectives with goals and associated measures for each goal across the financial, customer, internal business, and learning and innovation areas. Some pitfalls discussed include strategies exceeding capabilities and having too many or irrelevant indicators.

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    The document presents two ways of presenting a scorecard: a table strategy map and a classical strategy map. The table strategy map shows Google's key perspectives of increasing financial metrics like revenue and net profit, improving customer retention and base, and advancing internal processes such as search, mobile search, social networking, and communication. The classical strategy map simplifies this into perspectives with goals and associated measures for each goal across the financial, customer, internal business, and learning and innovation areas. Some pitfalls discussed include strategies exceeding capabilities and having too many or irrelevant indicators.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    20 views12 pages

    Google Balance Scorecard

    Uploaded by

    Binh Duong Doan
    The document presents two ways of presenting a scorecard: a table strategy map and a classical strategy map. The table strategy map shows Google's key perspectives of increasing financial metrics like revenue and net profit, improving customer retention and base, and advancing internal processes such as search, mobile search, social networking, and communication. The classical strategy map simplifies this into perspectives with goals and associated measures for each goal across the financial, customer, internal business, and learning and innovation areas. Some pitfalls discussed include strategies exceeding capabilities and having too many or irrelevant indicators.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 12

    Scorecard

     Two ways of presenting scorecard:


     Table Strategy Map
     Classical Startegy Map
    Table Strategy Map
    Increase Increase
    Financial
    Net Net Profit
    Perspective
    Revenue

    Improve Increase of
    Customer
    customer customer
    Perspective
    retention base

    Search Mobile search Social Communication


    Internal
    Perspective networking

    Learning and
    Integration Response Time Database
    Growth
    Enhancement
    Perspective
    Classical Strategic Map
    FINANCIAL
    PERSPECTIVE

    Google

    STAKEHOLDER/ INTERNAL BUSINESS


    “Organize world’s information PERSPECTIVE
    CUSTOMER SERVICE
    and make it universally
    accessible and useful”

    INNOVATIVE AND
    LEARNING PERSPECTIVE
    Classical Strategy Map
    Simplyfied Traditional form

    Perspective

    Goals Measures
    FINANCIAL PERSPECTIVE
    GOALS MEASURES
     Increased Ad revenue

    1. Increased Net
    Revenue
     Reduced cost (Servers
    2. Increased Net cost, Cost of coding,
    Profit Cost of Development
    and new technology)
    CUSTOMER PESPECTIVE
    GOALS MEASURES
    1. Improve  Increased usage of new
    customer product
    Retention  Increased effectiveness
    of referring from one
    product to another
     Increased Searches per
    day
     Enhanced internet
    experience of customers
    2. Increase of
    customer
    base
    INTERNAL BUSINESS
    PERSPECTIVE (1)
    GOALS MEASURES
    1. Improve  Most Relevant Data
    Search  More Attractive User
    Engine Interface
     More languages
     More Downloading
    Speed
     Availability in wider
    Geography
     Availability in older
    models of cellular
    phones
    2. Improve  Response Time
    Mobile Search
    Tool
    INTERNAL BUSINESS
    PERSPECTIVE (2)
    GOALS MEASURES
    3. Social  Penetration in Western
    Networking Countries
     Increased usage in Third
    World Countries
     Better User Interface
     Better Security features
     More Storage Space
     Integration with new
    products
     Higher MB attachments
     Better Security features
    4. Communications
    LEARNING & INNOVATION
    GOALS MEASURES
    1. Integration  Cross reference and promotion of
    products

    2. Response time

    3. Database  Better organization of click stream


    Enhancement data
    Main Pitfalls (1)
    « Any approach to strategy quickly encounters a conflict
    between corporate objectives and corporate capabilities.
    Attempting the impossible is not good strategy. It is just a
    waste of resources. »
    Bruce Henderson, CEO, Boston Consulting Group

     A reasonable and not too ambitious strategy

     Difficulty of finding the relevant indicators


    Main Pitfalls (2)

     A reasonable number of indicators

     Implement a degree of priority of indicators

     A good understanding of the indicators by


    all the stakeholders
    Thank you
    for your attention

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