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Use Of The Balanced Scorecard Concept As An Institutional Communication Instrument

Author

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  • Gheorghe MARCU

    ("CAROL I" National Defense University, Bucharest, Romania)

  • Toma PLESANU

    ("Nicolae Balcescu" Land Forces Academy, Sibiu, Romania)

  • Radu-Mihai OANTA

    ("CAROL I" National Defense University, Bucharest, Romania)

Abstract

Due to the accelerated dynamics recorded in the globalized market of goods and services driven by technical and technological advancement, public or private organizations have been subjected to the pressure of increasingly sophisticated and directly based instruments, concepts or rules in strategic management policies on the products of the information age. The Balanced Scorecard concept is part of the social sciences products field and provides a set of tools, concepts, principles, and rules specific to strategic management for private sector companies and/or government organizations. With the advent of the Balanced Scorecard concept in the early 90's, we are witnessing to date a refining and multiplying of the valences of its use in three main directions: system for measuring and evaluating performance; strategy management system; internal and external communication tools. The present article presents the use of the Balanced Scorecard concept as an instrument of institutional communication, oriented both inside the organization with motivational role and outside it with the role of informing the civil society. Due to the concepts and functions developed within the Balanced Scorecard (BSC) and confirmed over time, the concept is recommended for use in institutions within the defense system, public order, and national security.

Suggested Citation

  • Gheorghe MARCU & Toma PLESANU & Radu-Mihai OANTA, 2019. "Use Of The Balanced Scorecard Concept As An Institutional Communication Instrument," Proceedings of the 11-th International Conference on Knowledge Management: Projects, Systems and Technologies, Bucharest, November 7-8, 2019. 4, Faculty of Economic Cybernetics, Statistics and Informatics, Academy of Economic Studies from Bucharest and "Carol I-st" National Defence University, Department for Management of the Defence Resources and Education.
    • Handle: RePEc:rom:km2019:4
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    References listed on IDEAS

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    1. Robert S. Kaplan, 2010. "Conceptual Foundations of the Balanced Scorecard," Harvard Business School Working Papers 10-074, Harvard Business School.
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