Links Between The Strategy Map and Strategy Development
The strategy map is a device used to communicate context and illustrate the basis managers have used for choosing a subset of the available measures to report on an organisation's progress in implementing a strategy. As a device, it is not very helpful or appropriate as a strategy development tool. However over the years many have suggested that it could be used as a simple strategy development tool - including Kaplan & Norton in their book "The Strategy Focused Organisation" who argue that organisations could adopt 'industry standard' templates (basically a set of pre-determined strategic objectives) if the managers can't work out a strategy for themselves. This type of approach is fraught with problems (e.g. what is the competitive advantage arising from a strategy developed in this way?).
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