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Related Experiment Videos

Having trouble with your strategy? Then map it.

R S Kaplan1, D P Norton

  • 1Harvard Business School, Boston, USA. rkaplan@hbs.edu

Harvard Business Review
|January 6, 2001
PubMed
Summary
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Strategy maps provide a visual tool for businesses to communicate objectives and initiatives, linking employee roles to company goals. This approach enhances strategic execution and allows for the detection and correction of flaws in business plans.

Area of Science:

  • Business Strategy
  • Organizational Management
  • Strategic Planning Tools

Background:

  • Effective business strategy execution requires clear and detailed information for the workforce.
  • Existing tools often fail to communicate both organizational strategy and the necessary implementation processes and systems.

Purpose of the Study:

  • To introduce strategy maps as a tool adapted from the balanced scorecard to visually communicate business strategy.
  • To demonstrate how strategy maps can link objectives, initiatives, markets, and performance measures.

Main Methods:

  • The study adapts the balanced scorecard framework to create strategy maps.
  • It illustrates the creation and application of strategy maps using Mobil North American Marketing and Refining Company as a case study.

Related Experiment Videos

  • The four distinct regions of a strategy map (financial, customer, internal process, learning and growth) are explained.

    • Main Results:

    • Strategy maps provide a visual representation of an organization's objectives, initiatives, and their interconnections.
    • Employees gain a clearer understanding of how their roles contribute to overall company goals.
    • Managers achieve a better grasp of strategies and a method for identifying and rectifying plan deficiencies.

    Conclusions:

    • Strategy maps offer a powerful method for communicating and implementing business strategy.
    • The case study demonstrates the transformative potential of strategy maps in shifting organizational focus, such as from product manufacturing to customer-driven operations.