A Verbal Anchor based Fuzzy System to help business managers build Balanced Scorecards Strategy Maps

  • Marcelo Ladeira Universidade de Brasília
  • Fernando Linhares Universidade de Brasília

Resumo


The Balanced Scorecard (BSC) methodology was proposed to help companies create simple strategy plans that can be explained to all employees. The core of this tool is the strategy map that shows a collection of strategic objectives a company needs to achieve its mission. Small and medium companies find it difficult to create their own strategies without the help of a management consultant, which is not always affordable. This paper presents the Mistral Solutions, a system that supports entrepreneurs and their teams to create their own BSC initial strategy maps. The system proposed is based on fuzzy logic. Initially the user takes a online survey about his/her enterprise. During the knowledge acquisition a verbal anchor scale can be used to represent numeric information if the entrepreneur does not know the exact values for each question answer. The Mistral Solutions uses the answers to ground fuzzy rules for creating business strategies in the shape of BSC strategy maps. The system proposes eight strategic objectives, two for each of the four classic BSC perspectives. These strategic objectives are chosen from a set of forty-five possibilities. The knowledge base has one-hundred-eleven variables and onehundred-twenty-six fuzzy rules. This system was applied to institutions representing the public sector, the private sector and a public concession. In the empirical evaluation, the system performed better when applied to private sector institution when all the eight strategic objectives were considered adequate by the manager in charge of the strategic planning of this institution.

Palavras-chave: Estratégia, Sistemas difusos, Mapas de estratégia, Indicadores Balanceados de Desempenho

Referências

A. Humphrey. Swot analysis for management consulting. Stanford Research Institute (SRI International) Alumni Newsletter, pages 7–8, December 2005.

C. K. Kwong and H. Bai. A fuzzy ahp approach to the determination of importance weights of customer requirements in quality function deployment. Journal od Intelligent Manufacturing, pages 367–377, 2002.

F. de Albuquerque Linhares. Utiliza¸c˜ao de Ancoras ˆ Verbais e Racioc´ınio Fuzzy na Constru¸c˜ao de Mapas Estrat´egicos da Metodologia Balanced Scorecard. M.Sc., Universidade de Bras´ılia, Brasilia, Brazil, 2015.

G. Creamer and Y. Freund. Learning a board balanced scorecard to improve corporate performance. Decision Support Systems, 49:365–385, 2010.

H. R. Morteza Mousakhani and N. Hamidi. Hospitals ranking using fuzzy analytic hierarchy process balanced score card. Asian Journal of Management Research, page 13, 2010.

K. P. Coyne and S. Subramaniam. Bringing discipline to strategy. The McKinsey Quarterly, 1996(4):14–25, April 1996.

M. A. A. Mohammad Abdolshaha, Mojtaba Javidniab and M. Eslamic. An integrated approach to analyze strategy map using bsc – fuzzy ahp: A case study of auto industry. Management Science Letters, 2:705–712, 2012.

M. A. Meysam Shaverdi and S. F. Tafti. Combining fuzzy mcdm with bsc approach in performance evaluation of iranian private banking sector. Hindawi Publishing Corporation - Advances in Fuzzy Systems, 2011:12, 2011.

M. E. Porter. The five competitive forces that shape strategy. Harvard Business Review, 2008(1):1–10, January 2008.

M. J. Seyed Abdollah Heydariyeha and A. Mehdiabadib. A new approach to analyze strategy map using an integrated bsc and fuzzy dematel. Management Science Letters, 2:161–170, 2012.

R. S. Kaplan and D. P. Norton. The balanced scorecard - measures that drive performance. Harvard Business School Press, 1992.

R. S. Kaplan and D. P. Norton. The Balanced Scorecard: Translating Strategy into Action. Harvard Business Review Press, 1996.

R. S. Kaplan and D. P. Norton. The Execution Premium: Linking Strategy to Operations for Competitive Advantage. Harvard Business Review Press, Boston, Massachusetts, 2008.

S. R. Cilia Witteman and P. Koele. Medicine in words and numbers: a cross-sectional survey comparing probability assessment scales. BMC Medical Informatics and Decision Making, 2007.

S. Renooij and C. Witteman. Talking probabilities: communicating probabilistic information with words and numbers. International Journal of Approximate Reasoning, 22(3):169–194, 1999.

U. Cebeci. Fuzzy ahp-based decision support system for selecting erp systems in textile industry by using balanced scorecard. Expert Systems with Applications, pages 8900–8909, 2009.

W. C. Kim and R. Mauborgne. Blue ocean strategy. Harvard Business Review, 2004(10):1–10, 2004.

W. Thanaraksakul and B. Phruksaphanrat. Supplier evaluation framework based on balanced scorecard with integrated corporate social responsibility perspective. Proceedings of the International MultiConference of Engineers and Computer Scientists, II:6, 2009.

W.-C. C. Amy H.I. Lee and C.-J. Chang. A fuzzy ahp and bsc approach for evaluating performance of it department in the manufacturing industry in taiwan. Expert Systems with Applications, 34:96–107, 2006.
Publicado
26/05/2015
Como Citar

Selecione um Formato
LADEIRA, Marcelo; LINHARES, Fernando. A Verbal Anchor based Fuzzy System to help business managers build Balanced Scorecards Strategy Maps. In: SIMPÓSIO BRASILEIRO DE SISTEMAS DE INFORMAÇÃO (SBSI), 11. , 2015, Goiânia. Anais [...]. Porto Alegre: Sociedade Brasileira de Computação, 2015 . p. 549-554. DOI: https://doi.org/10.5753/sbsi.2015.5860.