Developing a dynamic scorecard : a case study of a digital advertising firm
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- Master's theses (HH) 
The scope of this research is to develop an instrument for the evaluation and improvement of organizational performance for a digital advertising firm. A review of the most common management instruments was conducted. The balanced scorecard, developed by Robert Kaplan and David Norton in 1992, was chosen for further development. However, limitations have occurred since then, and most of them are related to the actual dynamics of the model. Combining the balanced scorecard and system dynamics methodologies therefore seemed like a good solution in overcoming the associated model limitations. By the use of system dynamics, a conceptual model was developed and structured in accordance to the perspectives in the balanced scorecard. To gather necessary information, all processes involved in the production of digital advertising were mapped through interviews and internal documents. The conceptual model was meant to give a better understanding of the dynamics and complexity of the organization and support strategic decision-‐making. The developed model is representing a virtual world developed on the basis of the conceptual frameworks of the organization. It therefore enables testing and analysis of future performance and applicable strategies. The test runs were used to develop a Dynamic Balanced Scorecard strategy map, explaining the objectives and indicators of the organization. It is important to note that the model entails simplifications of the actual organization and the real world; it is only focusing on key variables that, to some extent, have been based on assumptions. The resulting model has not yet been tested in the real world, the actual effect is therefore somewhat uncertain. However, the model supplies management with a better understanding of the complex relationships between organizational activities and performance, making it easier to analyze strategic decisions as well as determining the strategic direction. The virtual world can improve the learning efficacy and thereby reduce expensive erroneous decisions.