1-As the new controller of your university, (Arab Open University 'AOU'), you have been asked by the university director to comment on any deficiencies of the university. write a report to your director which explains his inquires. In your answer, you should explain each of the following points or inquires separately:

a.Why should university management focus on long-run performance? What are shortcomings of short-run performance measures?

b.Why are qualitative measures sometimes difficult to use in evaluating performance?

Respond to the following statement, the director says: "Because of its inclusion of a financial perspective, a balanced scorecard can only be used for profit-oriented companies." Is this statement true or false? Explain