Background and problem: During the past decade more and more companies have experienced the importance of communicating strategy to their employees in an understandable way. The balanced scorecard, created by Kaplan and Norton, is one of the management models providing tools to do this. The need for knowledge about how to create good internal communication in order to fully utilise the balanced scorecard model makes this an interesting subject to study. Purpose: The purpose of this thesis is to describe how the balanced scorecard can be used as a tool for communicating strategy within organisations using Kungälv Hospital as an example of how the theories are applied in the reality outside the textbooks. Delimitations: This thesis focuses only on how the balanced scorecard is used as a communication tool towards employees and not towards other stakeholders. The perspective is on the use of the balanced scorecard as a communication tool and not on implementation…
Contents
1. INTRODUCTION
1.1 BACKGROUND
1.2 PROBLEM
1.2.1 Problem formulation
1.3 PURPOSE OF THE THESIS
1.4 DELIMITATIONS
1.5 OUTLINE OF THE THESIS
2. METHOD
2.1 RESEARCH APPROACH
2.2 RESEARCH METHOD
2.3 SELECTION OF THE COMPANY
2.4 DATA COLLECTION
2.4.1 Primary data
2.4.2 Secondary data
2.5 VALIDITY, RELIABILITY AND OBJECTIVITY OF SOURCES
2.5.1 Validity
2.5.2 Reliability
2.5.3 Objectivity
3. THEORY
3.1 THE BALANCED SCORECARD
3.1.1 The four perspectives
3.1.2 Cause-and-effect relationships
3.1.3 Strategic management system
3.2 COMMUNICATION
3.2.1 Transmission models
3.2.2 Obstruction and interpretation
3.2.3 Communication within companies
3.3 THE BALANCED SCORECARD AND COMMUNICATION
3.3.1 Communication process
4. MODEL FOR ANALYSIS
5. EMPIRIC FINDINGS
5.1 KUNGÄLV HOSPITAL
5.1.1 Vision of the hospital
5.2 RESPONDENTS
5.3 THE BALANCED SCORECARD
5.4 THE PURPOSE OF HAVING THE BALANCED SCORECARD AS A COMMUNICATION TOOL
5.5 COMMUNICATION WITHIN KUNGÄLV HOSPITAL
5.5.1 Communication channels
5.5.2 Obstructions
5.5.3 Feedback
6. ANALYSIS
6.1 THE BALANCED SCORECARD
6.2 THE PURPOSE OF HAVING THE BALANCED SCORECARD AS A COMMUNICATION TOOL
6.3 COMMUNICATION WITHIN KUNGÄLV HOSPITAL
6.3.1 Communication channels
6.3.2 Obstruction
6.3.3 Feedback
7. CONCLUSIONS
7.1 THE MAIN RESEARCH PROBLEM
7.2 CONCLUSIONS
7.3 SUGGESTION FOR FURTHER STUDIES
REFERENCES
APPENDICES
A. INTERVIEW QUESTIONS
B. INTERVIEW QUESTIONS IN SWEDISH
Author: Ridelberg, Sabina,Svensson, Sandra
Source: Goteborg University
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