Given: The balanced scorecard is seen as an important tool to indicate how an organisation can create value and maintain a competitive advantage by being innovative, for example the rapid advance in the digital revolution in maintaining a competitive edge.

a) which of the key perspectives of the balanced scorecard addresses this important issue?

b) what is the effect of a high customer value add (CVA) indicator on an organisation's financial performance and shareholder wealth? Discuss what implication this statement holds for a company in the future.

c) If an organisation is viewed as an asset, explain how the organisations value can be increased?

d) what is one of the leading reasons for a marketing function to be suppressed? Motivate your answer with referenced qualifications to your claim