Jetblue balanced scorecard

The balanced scorecard requires the firm to set goals and related measures for four critical aspects of performance. The balanced scorecard emphasizes performance measurements to enable strategy implementation. The four perspectives provided by the balanced scorecard are:

Financial – How do we look to shareholders if we succeed?
Customer – To achieve our vision how must we look to our customers?
Internal perspective – What processes must we excel at to satisfy our customers?
Learning and growth – To achieve our vision, how must the organization learn and improve?
Firm Case Study:

The balanced scorecard case assignment involves selecting a firm to study. The term “case” is used for this project because you will be focusing on the strategy implementation problem facing the firm. Your balanced scorecard is a recommendation for strategy implementation. A good case does not have a unique solution. Instead, you make a recommendation and provide convincing reasons why it will work. Gather information on a firm and gain insight into current strategic initiatives. Possible sources of information are annual reports, articles in the business press and materials on the firm’s website. The firm’s most recent 10K filed with the SEC is valuable source of information. Pay special attention to item 7 on the 10K, management’s discussion and analysis of financial condition and results of operations. Item 1A, risk factors, on the 10K is also very useful in identifying strategic issues. Since you will find most of the reference material on the internet and in our library data bases, you should save the reference material (or website links) to a file.

The case analysis should provide background on the firm's strategy and business model, and current situation. You will prepare a strategy map and recommended balanced scorecard at the firm strategy level. This case project should provide insight into the difficulties in measuring performance and the possible consequences of performance measurement. You should be prepared to discuss the tradeoffs made in selecting measurements. Not only should the strengths of a measurement be defended, but you should be aware of the possible dysfunctional consequences.