The strategic value of the balanced scorecard in the networked economy

Abstract

Success in today’s competitive business environment demands innovative approaches. Organisations must be able to react effectively and make informed decisions in order to be in the best position to take advantage of collaborated business opportunities in the organisation’s external network.

The results of strategic decisions are affected by the strategic choices that are made and how successfully those objectives are implemented. In many cases the strategies have mediocre success or fail to achieve what they set out to do due to the failure to formulate and implement strategies that enhance the development of a sustainable competitive advantage in the long term.

The case study organisation, MultiChoice Africa (Pty) Limited, serves as an example in understanding the knowledge base imperative in utilising strategic management instruments such as Kaplan and Norton’s (1996a: 8-18, 224-292) Balanced Scorecard to guide leadership in creating real-time value, thereby creating a sustainable competitive advantage. Balanced Scorecards have largely been developed and applied to internal managerial purposes, though they are seldom used for external marketing.

The purpose of this research was to evaluate the strategic value of the Balanced Scorecard in the networked economy, utilising a case study design by following a phenomenological paradigm approach. The outcome was based on a pre- and postanalysis of the implementation of the Balanced Scorecard within the case study organisation, focusing on the perceived value towards overcoming the barriers to strategy implementation, developing a competitive advantage and sustaining this advantage. Sustainability was specifically defined and tested against the environment and ethical behaviour as the results indicated that a link exists between sustainable competitive advantage and the appropriate utilisation of the Balanced Scorecard.

Research results suggest that respondents appear to be enthusiastic and have started the process of transforming the organisation into a ‘Balanced Scorecard organisation’. The main advantages included an increased awareness of vision, linking operational tasks to strategic employees’ participation and flexibility. Shortcomings, on the other hand, included the perceived lack of contribution of the Balanced Scorecard to the final outcome as well as to the transformation process.

A number of limitations were evident in the design, deployment and utilisation of the Balanced Scorecard in overcoming the barriers to strategy implementation and how to gain a sustainable competitive advantage in the networked economy. Important aspects surrounding employees and stakeholders were also highlighted as the design of the case study organisation’s original Balanced Scorecard is based on its value chain. However, due to the networked economy and its implications for the organisation, the Balanced Scorecard architecture should be modified to make provision for a networked design. These modifications should incorporate additional constructs that need to be taken into consideration when creating larger networks and establishing collaborative communities of practice.

Key to the organisation’s future strategic value and intent is the successful implementation of change management (transformation) as a driver into the application of the Balanced Scorecard in the networked economy.

Insight gained was used to propose a theoretical model based on global business landscape demands, utilising new and innovative strategies and business model architectures that require the convergence of aggregated metrics of all role players in the borderless network, as outlined in the ‘Networked Balanced Scorecard’ theoretical model.

The theoretical model outlines how organisations can reform and integrate their Balanced Scorecards to support strategy formulation, implementation and control.

It therefore supports sustainable competitive advantage and is based on embracing components of competitive intelligence and collaboration in the networked economy.

It is thus suggested that organisations can no longer implement sustainable competitive advantage strategies in isolation, but need to focus on organisational development strategies that encapsulate the network concomitance structure and architecture, thereby attaining the new value proposition for strategic intent.