THE BALANCED SCORECARD AS AN IMAGE-MAKING TOOL
THE BALANCED SCORECARD AS AN IMAGE-MAKING TOOL

Summary/Abstract: In recent years, we have witnessed the development of various management concepts, especially in the field of strategic management, because any enterprise that is not managed strategically is a very risky endeavour. The incentives to improve the internal processes and the operations of a company must be put forward by its managers as they are directly involved in its internal processes and are in direct contact with its customers. This approach requires professionally competent managers whose experience and creativity could be used to achieve the goals of the company. Such incentives must be balanced and causally related in order to achieve the strategic goals and thus create a strong corporate image (CI).

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