Ithaca Transport serves a variety of customers, from individual consumers needing a single item delivered, to large manufacturers or wholesalers needing to ship goods to the other side of the world. Ithaca has enjoyed sizable profit margins based on its ability to set prices based on the customer and market segment. It has also committed to becoming a more environmentally conscious organization, with plans to reinvest profits in more responsible transportation resources. The company's objectives and measures are as follows. Objectives Decrease time from delivery request to fulfillment. Increase gross margin in all segments. Increase customer satisfaction. Increase return on assets (ROA). Decrease carbon footprint from vehicles. Increase breadth of access to jobs. Increase employee morale. Increase effectiveness of package-tracking technology. Measures Customer satisfaction. Time from delivery to fulfillment. Carbon footprint from vehicles. Number of new jobs in food service industry. Number of new jobs in consumer products industry. Employee turnover rate. Gross margin by segment. Employee engagement. Return on assets (ROA). Effectiveness of package-tracking technology. (a) Your answer is correct. Identify the traditional strategy map/balanced scorecard perspective with which each objective is most closely aligned. Objectives Perspective Decrease time from delivery request to fulfillment. Internal Business Process Increase gross margin in all segments. Financial Increase customer satisfaction. Increase return on assets (ROA). Customer Financial Decrease carbon footprint from vehicles. Internal Business Process Increase breadth of access to jobs. Internal Business Process Increase employee morale. Increase effectiveness of package-tracking technology. Learning and Growth Internal Business Process (b) Connect each measure to the objective it best captures (there will be more than one appropriate measure for some objectives). Objectives Measures Decrease time from delivery request to fulfillment. Increase gross margin in all segments. Increase customer satisfaction. Increase return on assets (ROA). Decrease carbon footprint from vehicles. Increase breadth of access to jobs. Increase employee morale. Increase effectiveness of package-tracking technology. Carbon Footprint from Vehicles Customer Satisfaction Effectiveness of Package-Tracking Technology Employee Engagement Employee Engagement and Employee Turnover Rate Employee Turnover Rate Gross Margin by Segment Number of New Jobs in Consumer Products Industry Number of New Jobs in Consumer Products Industry and Number of New Jobs in Food Service Industry Number of New Jobs in Food Service Industry Return on Assets (ROA) Time from Delivery to Fulfillment