ABSTRACT
Measuring a company's performance only in financial terms will paint an incomplete picture. Other measurements must be added to the financial calculations to determine the long-term viability and health of a business. A business that is successful today will not be successful in the future if the company's strategic plan does not address the following:
Customer satisfaction and brand loyalty
Product service and quality
Brand/firm associations
Relative cost
New product activity
Manager/employee capability and performance
Strategic options
