The Application of Strategy Map in the Balanced Scorecard Implementation: A Case of a Public Organization

The Balanced Scorecard (BSC) has been used as a strategic performance management tools worldwide.However, the literature shows very little evidence on some of its implementation tools such as the "Strategy Map".This paper aims to demonstrate the utilization of the strategy map in a Malaysian company which adopted the BSC as its performance management system, its implication and challenges.Using a case study approach, data were collected using observations and company's documents and was analyzed qualitatively using the thematic analysis.Result indicates that if used properly, the strategy maps help the managers to identify organizational corporate strategies, objectives and performance measurement and facilitates the process of communicating those information from the top to the lower level management until the individual level.This study emphasizes the critical role of strategy map in the BSC implementation as well as its application in other performance management system when necessary.