The Balanced Scorecard for Sustainability
Journal Title: International Conference on Marketing and Business Development - Year 2017, Vol 0, Issue 1
Abstract
Robert Kaplan and David Norton (1992), professors at Harvard Business School, were among the first researchers to emphasize that a firm’s performance does not rely exclusively on financial measures. Their “Balanced Scorecard” (1992) includes financial measures and some operational measures related to customer satisfaction, innovation and other non-financial issues. After 2000, researchers and professionals became interested in other non-financial performance measures, such as the sustainability performance of the firm. This paper presents a balanced scorecard for sustainability (BSS) that provides senior executives with a set of measures for assessing the environmental and social performance of the firm. In order to design the BSS, the case study method (Yin, 2003) has been used. Data were collected from Danone Group’s “Sustainability reports” for a ten year period (2006-2015). This Group is a champion of sustainable development, according to its “Dow Jones Sustainability Index” score. The BSS comprises 121 indicators and their metrics. These metrics are grouped into the seven following categories: (a) corporate governance and compliance, (b) eco-efficiency, (c) supply chain management, (d) involvement in the community, (e) human capital management, (f) product stewardship and customers, and (g) sustainability-related costs and financial performance. These indicators, their metrics and the merits and limitations of the BSS are discussed in the article.
Authors and Affiliations
Rachid Moustaquim, Dumitriu Camelia
Keywords
Related Articles
- EP ID EP269874
- DOI -
- Views 99
- Downloads 0
New Marketing Research Models: The Potentials of The Social Network Analysis Applied to Social Media.
This work adresses the issue of the relationship between marketing research and the opportunities provided by Internet. In particular, we focus on the recent developments arising from digital tools such as social media a...
Identifying Areas of Information Asymmetry on Foods Labels
The fierce competition in the food market has put forward the discussion on the provision of information to consumers. With the increasing interest in marketed products and services and raised consumer awareness, the cas...
Generational Segmentation in Selected European Countries - Analysis of Secondary Data
The aim of the article is to identify similarities and differences between individuals from different countries and generations / cohorts (builders, post-war baby boomers, X generation, Y generation, Z generation) on the...
Selected Aspects of Polish Digital Purchasers’ Behaviour. Results of Research
The progressing digitisation, technical and technological development, new functionalities of the Internet and hyper-medial environment shape stakeholders', i.e. also customers' behaviour. Entrepreneurs, while seeking to...
Simulation Business Games in the Research of Marketing Managers’ Decision Making Process
Simulation business games might be suitable research tool to develop knowledge of how marketing managers make their decisions, the area of research still underdeveloped in marketing. The quality of these decisions is sin...