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The strategy map — a generic template
Strategy Map ProFINANCIAL
Vision
Long-term shareholder value
Productivity strategy
Improve cost structure
Increase asset utilization
Growth strategy
Expand revenue opportunities
Enhance customer value
CUSTOMER
Customer value proposition
Price
Availability
Functionality
Service
Brand
Quality
Selection
Partnership
Product / service attributes
Relationship
Image
INTERNAL
Operations management
Supply
Production
Distribution
Risk management
Customer management
Selection
Acquisition
Retention
Growth
Innovation
Opportunity identification
R&D portfolio
Design / develop
Launch
Regulatory & social
Environment
Safety & health
Employment
Community
LEARNING
Human capital
Skills
Knowledge
Values
Information capital
Systems
Databases
Networks
Organizational capital
Culture
Leadership
Alignment
Teamwork
How to read it: read bottom-up. People, systems and culture (Learning) enable excellent processes (Internal), which deliver the value proposition customers choose (Customer), which creates long-term financial value (Financial). Each objective on your own map should cause the one above it.
After Kaplan & Norton