I had a previous question answered by a tutor regarding strategic map attributes for tire manufacturing industry. My follow-up questions are related to the answer that was given to me.

The follow up question is related to what the R&D thatthe previous tutor answered. I needed to know, when they sayR&D, arethey referring to the number of trademarks and patents, or the number of dollars used in R&D?If some companies have different revenue based (like yen for example), does it need to be converted to US dollars first beforecreating astrategic map?The strategic map needs to be visual.

Should I map these by geographical breadth?Should I use sales volumes for each manufacturer by geographical breadth?Should I map anything by the number of employees, # of plants, or # of products?

I am so confused.