Professional Documents
Culture Documents
Aligning Projects to
Strategy
through the Balanced
Scorecard
September
2012
Author: Ibrahim
Awad
t
nagement
0|Page
Ma
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Contents
1. Introduction
.........................................................................................................................................
.2
2. Research
Aim...................................................................................................................................
...... 2
3. Research Objectives
.............................................................................................................................. 2
4. Literature review
................................................................................................................................... 2
4.1.
Background
.......................................................................................................................................
2
4.2.
Project Management
........................................................................................................................ 3
4.3.
Strategy
Management....................................................................................................................
... 4
4.4.
The Balanced Scorecard
(BSC)........................................................................................................... 4
4.5.
Projects-Strategy Alignment Challenges
........................................................................................... 8
4.6.
Projects-Strategy Alignment using BSC
............................................................................................. 9
4.6.1.
Alignment and Cascading Objectives, Measures and Targets
..................................................... 10
4.6.1.1. Cascading Methods
..................................................................................................................... 10
4.6.1.2. Alignment and Cascading to Sub Business Units (SBU) and its
Departments............................. 11
4.6.1.3. Alignment and Cascading to Support Units and its Departments
.............................................. 12
4.6.1.4. Alignment and Cascading to External Partners
........................................................................... 12
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4.6.2.
Initiatives Alignment
................................................................................................................... 14
4.7.
Analyzing the BSC Alignment approach
.......................................................................................... 14
4.8.
Suggestions and Recommendations
............................................................................................... 16
5. Future Research
.................................................................................................................................. 17
6.
References.......................................................................................................................
.................... 17
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1. Introduction
Over the past twenty years, the Balanced Scorecard (BSC) was referenced by
many organizations as the key for their strategic advances over their
competitors by successfully implementing the BSC to align the Organizational
Strategy with its Operations. (Frigo, 2012).
The projects are considered the backbone of the strategy execution of any
organization, therefore, it is important to address how the Balanced Scorecard
(BSC)
manages
and
ensures
that
these
project
components
are
2. Research Aim
This research will explore the Balanced Scorecard (BSC) techniques that
facilitate appropriate alignment of the requested projects with the
organizational strategy. The research will try also to highlight the pros and
cons of BSC approach in order to enlighten the future enhancements for the
BSC and its alignment techniques.
3. Research Objectives
The research will try to achieve the following objectives:
1- Highlight the key concepts of the Balanced Scorecard and the links to
Strategy Management, Operations Management, Project Management and
Portfolio Management.
2- Review the literature about the Projects-Strategy Alignment challenges
3- Review and assess the BSC approach to align Project to Strategy
4. Literature review
4.1.
Background
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ensure that the strategic objectives are well communicated to stakeholders and that
to identify the measures and targets for these objectives in addition to the projects
and activities that enable the strategy. (Rankins 2006).
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4.2.
Project Management
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explore about Strategy Management, before indulging into the purpose of the
research that is mainly about how projects will be aligned with strategy.
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4.3.
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Strategy Management
The Strategic planning definition is aligned with the project management definition
(Gardiner, 2005);
therefore, we need to understand what Strategy means.
The liteatue eie laified to us that thee is o stadad defiitio of the od Strategy,
ut ost definitions agree on its components, and this was also emphasized by
(Levine, 2005). Effective strategy architecture as explained by (Kaplan & Norton,
2010) consists of: Mission, Core Values and Vision, then Strategy can be developed
and evolve by responding to changes occur over time; Strategy also considers
making a change to the current situation to a desirable future situation. (Kaplan &
Norton, 2010).
Strategy Management considers managing more than one area, as it includes:
Strategy Analysis, Strategy
Formation, Strategy Formulation and Strategy Implementation.
There are many strategy frameworks and methodologies that were built to manage
the Strategy and its processes; the famous one that has been showing progressive
success recently is the Balanced Scorecard (BSC).
4.4.
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Customer
Identify the customer and market segments that are important to compete in.
3The Internal Business Process
Perspective
Identify the internal processes that the organization should improve and excel.
4The Learning and Growth
Perspective
Identify the competencies and capabilities that the organization must develop to
ensure long term competitive advantage.
They also highlighted that the Strategic Objectives will be described under each
perspective, and then measures will be defined for each Strategic Objective, and a
Target will be set for each measure; after that the organization will identify the
Initiatives that will achieve each set target.
The BSC will look something like the
diagram 1 below:
Perspective
Customer
Strategic
Objectives
(SO)
SO-C1
Measures
Targets
Initiatives
SO-C1-M1
SO-C1-M1-T1
Initiative01
Initiative02
SO-C2
SO-C1-M2
SO-C1-M2-T2
Initiative03
Initiative04
Financial
SO-F1
SO-F1-M3
SO-F1-M3-T3
Initiative05
SO-F2
SO-F2-M4
SO-F2-M4-T4
Initiative06
Internal
Business
Process
SO-I1
SO-I1-M5
SO-I1-M5-T5
Initiative07
SO-I2
SO-I2-M6
SO-I2-M6-T6
Initiative08
Learning and
Growth
SO-L1
SO-L1-M7
SO-L1-M7-T7
Initiative09
Initiative10
Initiative11
Diagram 1.0: Indicative Balanced Scorecard adapted from the concepts explained by
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To complement the BSC execution, they have introduced the Strategy Map concept
which describes the value creation process by linking the objectives across the four
perspectives in the BSC, see figure 1.0.
Figure 1.0: Describing the Strategy: The Balanced Scorecard Strategy Map (Kaplan &
Norton 2001, p.96)
Linking Strategy to operations has been detailed in (Kaplan & Norton, 2008), as
they have built a Management System for Integrating Strategy Planning and
Operational Execution that consists of six major stages see figure 2.0:
1- Develop the Strategy
This includes developing the Mission, Values and Vision through Strategy analysis
and formulation.
2- Plan the Strategy
This includes identifying the measures, targets and initiatives that can achieve
the identified mission and vision, and is grouped and represented through themes
and Strategy Maps. Secure strategy funding is also done here.
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Figure 2.0: The Management system: Linking Strategy to Operations (Kaplan &
Norton 2008, p.8)
4.5.
Milosevic & Srivannaboon (2006), Werner & Fuyuan (2012) and Hicks & Moseley
(2011) highlighted the key challenges that face organization while they try to
align projects to strategy:
1. Project management processes are not aligned with strategy execution
processes.
2. Projects get started and get terminated without strategic infuence, but
mainly based on resources availability.
3. Projects get treated equally and their strategic weight and impact is not
considered.
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4.6.
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Figure 3.0: Alignment Value: Enterprise Derived and Customer Derived (Palladium
2012, Chapter 3 p. 8)
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Identical
The Identical cascading method is used when the corporate BSC strategy objectives
are the same for the
Sub Business Units (SBU) and this is usually when they are operationally similar.
Contributory
The Contributory cascading method is used when some of the SBU BSC strategy
objectives contribute to the corporate BSC, but they are not identical.
New
The New cascading method is used when some of the SBU BSC strategy objectives
were not applicable or linked to the corporate BSC.
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what the organization lacks in terms of competencies and skills which should be
covered in the
Learning and Growth perspective; therefore, the Performance model and according
to the built
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Strategy Map will include the competencies required to achieve the Strategic
Targets set in the internal Perspective. Figure 6.0 provides an example of the
Performance Model.
the Performance model, the Personal BSC will include linkage to the Business
Scorecards and will link set the Personal Objectives according to the developed
performance model. Figure 7.0 provides a template for a personal Scorecard.
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4.7.
Although Werner & Fuyuan (2012) concluded in their research that BSC assists
organizations to align projects to strategy and to successfully execute strategy, but
they have expressed that employees usually will do a little for strategy execution
because the employees will still believe that their daily routine actions do not help to
execute strategy. In fact, despite that employees may believe that their actions
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will execute strategy, but if their performance measures and targets are tied up with
strategy measures
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and targets, they will be act to achieve their appraisal performance targets, which
means that they work towards strategy execution.
Hicks & Moseley (2011) highlighted another important factor for successful projectstrategy alignment exercise, it is the availability of BSC Performance Improvement
practitioners, who support the strategy and facilitate adherence to the alignment;
therefore, in each project and implementation of every initiative, practitioners role
evolve to gain win-win solutions for the organization, divisions, departments and
individuals through guidance and continuous support.
In comparison to the alignment framework developed by Milosevic, D.Z. &
Srivannaboon (2006), it is found that their framework comes behind the BSC in one
element (The Cascading element), and leads the BSC in 3 elements (Scoring, Phase
Gates and Terminology). Their framework is just dependent on the alignment
between each project and the ogaizatios strategy without the cascading element to
be considered, on the other hand the BSC falls behind in the Projects Scoring as it
does not detail how the projects scoring will be done, while the Milosevic, D.Z. &
Srivannaboon (2006) alignment framework details the 6 PM elements (Strategy,
Organization, process, Tools, Metrics and Culture) for scoring and weighting the
projects. The BSC also does not detail or enforce the Phase gates on project
management alignment, while Milosevic, D.Z. & Srivannaboon (2006) integrates that
in the alignment framework.
The terminology used in the BSC to represent the projects and programs as initiative
has created a confusion to align to the Project Management frameworks as each
element has a different methodology to be managed and to get it aligned, while the
BSC deals with both of them in the same manner and just call them initiatives.
In a good attempt to integrate the Enterprise Project Portfolio Management (EPPM)
System with the Balanced Scorecard to achieve the synergy and alignment between
the projects and the strategy, Kostelac, Vukomanovic & Ikonic (2012) have found that
managers in a projectized structure organization can benefit from the integrating
both models much more than implementing one of them to achieve appropriate
strategic control system for project-strategy alignment. Indeed, the BSC will need to
be supported by the integration with a Project management methodology in order to
ensure appropriate project-strategy alignment. Kaplan & Norton (2008) has realized
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the drawback of the original BSC in not addressing the portfolio management;
therefore, they have addressed the portfolio in the latest updates
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of the BC usig the te thee to epeset the olletio of iitiaties aoss diffeet
perspectives that aims to achieve strategic objectives which is mapped to the portfolio
definition.
The standard BSC approach in project-strategy alignment goes into one direction,
which is the alignment of the project objectives to the cascaded strategic objectives,
measures and targets; while Keyes (2011) has taken the BSC into new way of
thinking by implementing a balanced scorecard for each project during its project life
cycle, which made an extra favor of the BSC in the project management area.
Ward & Peppard (2001) have used the BSC along with the Critical Success
Factors (CSF) Analysis to provide more comprehensive IT objectives, as they
said:
The Balanced Scorecard links measures to business objectives, while CSF
analysis identifies what is critical to achieving results. Together, both techniques
provide rigorous assessment of prioritized IS opportunities, given the current
business strategy.
I fat, Kapla & Noto hae itodued the oept Etepise Value Popositio i thei
ook
Aliget to play similar role to the CSF that was used with the BSC in Ward & Peppard
(2011) book.
4.8.
The Balanced Scorecard is a strong tool for strategy implementations and has
many proven successes in many organizations, but there were many challenged
implementations in many other organizations; therefore, it is not necessary to
achieve successful strategy alignment across the organization and its projects if
the Balanced Scorecard is used. It is recommended that each organization ensures
to use appropriate project management framework to collaborate and
integrate with the Balanced Scorecard at the time and level of Strategy Formulation
and Strategic
Planning to overcome the projects-strategy alignment challenges.
It is suggested that the Balanced Scorecard to be enhanced to ensure the
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5. Future Research
The usage of the Balanced Scorecard has increased significantly in the UAE
organizations especially governmental organizations. Some of them have major
successes and they appear in the past few years in the whole-of-fame that registers
successful implementations of BSC world-wide.
To the best knowledge of the researcher, there were no researches that address
the projects-strategy alignment through the Balanced Scorecard in the UAE
organizations. It will be an interesting topic of research that may consider
qualitative and quantitative techniques.
6. References
th
APM (2012), Body of Knowledge. 6 edn. High Wycombe: Association for Project
Management.
BS 6079-1 (2010). Project Management Part 1: Project management. Principles
and guidelines for the management of projects, Milton Keynes: British Standard
Institution.
Frigo, M.L. (2012). The Balanced Scorecard: 20 Years and Counting. Strategic
Finance. October, pp. 49-53. Gardiner, P. D., 2005. Project Management: A Strategic
Planning Approach, New York: Palgrave.
Hicks, K. & Moseley, J. (2011). Developing and executing strategy: Using the
balanced scorecard for alignment and accountability. Performance
Improvement, vol. 50(8), pp. 41-47.
Kaplan, R.S. and Norton, D.P., 1996. The Balanced Scorecard: Translating Strategy
into Action, Boston: Harvard Business Review Press.
Kaplan, R.S. and Norton, D.P., 2001. The Strategy Focused Organization: How
Balanced Scorecard companies thrive in the new Business Environment,
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Kaplan, R.S. and Norton, D.P., 2004. Strategy Maps: Converting intangible assets into
tangible outcomes, Boston: Harvard Business Review Press.
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Kaplan, R.S. and Norton, D.P., 2006. Alignment: Using the Balanced Scorecard to
create Corporate
Synergies, Boston: Harvard Business School Press.
Kaplan, R.S. and Norton, D.P., 2008. The Execution Premium: Linking Strategy to
Operations for
Competitive Advantage, Boston: Harvard Business Press.
Keyes, J. (2011). Implementing the Project Management Balanced Scorecard, Boca
Raton: CRC Press. Kostelac, D., Vukomanovic, M. & Ikonic, M. (2012). Integrating
Enterprise Project POrtfolio Management
with the Balanced Scorecard: a Case from the Pharmaceutical industry. Technical
Gazette, vol. 19(2), pp.
202-316.
Levine, H. A., 2005. Project Portfolio Management: A Practical Guide to selecting
Projects, Managing
Portfolios, and maximizing benefits, San Francisco: Jossey-Bass.
Milosevic, D.Z. & Srivannaboon, S. (2006). A Theoretical Framework for aligning
Project Management with Business Strategy. Project Management Journal, vol.
37(3), pp. 98-110.
Palladium, 2012. Palladium Kaplan-Norton Balanced Scorecard Certification Boot
Camp, Palladium Group
Inc.
PMI (2008), A Guide to the Project Management Body of Knowledge (PMBOK
th
Ward, J. & Peppard, J. (2002). Strategic Planning for Information Systems. 3 edn. West
Sussex: John
Willey & Sons.
Werner, M. & Fuyuan, X. (2012). Executing Strategy with the Balanced Scorecard.
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International Journal
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