What is balanced scorecard and what four perspectives does it include?

• A. A strategic performance measurement tool; financial, customer, internal processes, learning and growth.
• B. A budgeting framework for annual expenses.
• C. A marketing analytics dashboard for campaign performance.
• D. A risk assessment model.

Answer: (C)

The balanced scorecard is a strategic performance measurement framework that translates an organization’s vision and strategy into a focused set of metrics across four balanced perspectives. These four perspectives are financial outcomes, which track profitability and shareholder value; the customer perspective, which gauges satisfaction, retention, and market share; internal business processes, which assess the efficiency and quality of core operations; and learning and growth, which focuses on people, skills, culture, and information systems that enable future improvement. This setup helps balance short-term financial results with the drivers of long-term success, showing how enhancements in learning and internal processes can lead to better customer experiences and stronger financial performance. It’s not a budgeting framework, a marketing analytics dashboard, or a risk assessment model.