An article by Robert S. Kaplan and David D. Norton in 1992 sparked the interest in the concept of the balanced scorecard. A balanced scorecard is a model of business performance evaluation that balances measures of financial performance, internal operations, innovation and learning, and customer satisfaction (Hilton 2002). The balanced scorecard does not focus only on financial objectives.It also considers operational measures such as customer satisfaction, internal innovation, and learning and growth.This allows for measuring the present performance, in addition it captures information on how well the organization is prepared to perform in the future.

Required: Explain the idea behind the balanced scorecard. Show how companies in different industries are using it, and how successful it is. What types of measures are used? What are the bases for the inclusion of a measure in a typical scorecard system?