Whom Do We Want to Be?
Van Der Zee and De Jong (1999) suggest that the following questions be asked before embarking on an integrated balanced scorecard (BSC) effort:
It is important to understand the direction in which the company is moving. What products and services will the company ultimately sell? What markets and distribution channels will it enter? To answer these questions will require the company to look at customer or market positioning, competitive positioning, and core competencies.