The Fifth Pillar of the Balanced Scorecard: Sustainability
Procedia - Social and Behavioral Sciences 235 (2016) 76 – 83
Zeynep Tuğccedil;e Kalender,Ouml;zalp Vayvay
Abstract
In todayrsquo;s business environment, sustainability is a trend which can allow companies to implicate social, economic and environmental pillars to the strategy and management of the company. Although the sustainability concept is not new, many organizations still do not know how to implement or measure its outputs. This study aims to look closer to sustainability issue as a fifth pillar of the balanced scorecard which combines financial and nonfinancial issues into a comprehensive performance management system. Balance scorecard was being adopted by companies all over the world to implement corporate strategy, thus it can be considered as a bridge to implement sustainability strategy and link corporate sustainability objectives with actions and performance outcomes.
Keywords: Balanced scorecard; Sustainability; Strategic management; Sustainable balance scorecard
1. Introduction
Every business usually determines the profit or the form of profit as their main goal. This situation is the main reason that the management is traditionally focused on profitability, market share and etc. Therefore, many of them view the sustainability as only a companion to financial reporting. However, it is a well-known fact that in the new markets, decisions context changes fast and enterprise strategy management more challenging than it used to be.Information is not enough and new measures are needed for evaluating the impact of the strategies and actions that companies prefer. Modern entities are now facing an emerging business phenomenon which is described as sustainability performance management which addresses the social, environmental and economic aspects of corporate management. Several factors have motivated companies to investigate and improve environmental performance. Stakeholders and customers increasingly may require consideration of the environmental issues. Although the sustainability concept is not new, many organizations still do not know how to implement or measure its outputs. What is more, implementation of performance management systems is challenging due to the differences amongst the companies and users of performance management system.
During the last decades, the mounting global attention to sustainability has led to a worldwide debate on how a sustainable world could be realized. In this debate, companies are regarded as crucial actors in contributing to global sustainability goals. Not only do they play a core role in modern society, by offering employment and contributing to wealth creation but they are also responsible for numerous social and environmental problems. Lansituoto and Jarvenpaa (2010) pointed out in their study that environmental issues may become strategic because they have an influence on a companyrsquo;s image, profitability, competitiveness, markets and products which will affect its future economic survival. In recent years, many corporations have implemented environmental and social management systems in order to manage and control sustainability related issues. However, these management systems often fall short in companiesrsquo; practice. The underlying reason of this situation is, in many cases these management systems arerun on the operating level thus they are not linked to the strategic planning and management of the company.
Balanced scorecard has high potential to integrate environmental and social aspects into the general management system. It has to be noted that the balance scorecard is not a tool for the formulation of strategies, it serves to describe an existing strategy consistently in order to enhance, its successful execution (Leon-Soriano et al., 2010). It allows companies and organizations to clear their visions and strategies while translating them into action. According to Kaplan and Norton (1996), model provides feedback on the internal business processes and the external outcomes of those actions. Therefore, it can be used as a continuous improvement tool for finding the most strategic performance and results (Johansson and Larson, 2015). Using the balanced scorecard approach based on sustainable development parameters is a powerful and useful methodology to evaluate the sustainable performance of organization or company.
4. Conclusion and Further Studies
It is an accepted fact that companies still struggle to understand the importance and implement the sustainability strategies correctly. However, one of the biggest problems of todayrsquo;s companies is not the understanding the importance of the sustainability. In this competitive business environment every company should have already realize the importance of the sustainability aspects. Now they have to adapt their system with several strategies to this rapidly changing business environment conditions with accepting sustainability as their core strategy. Even though there are several studies in literature about sustainability management and measurement systems, in practice it is hard to achieve the full integration. Christnann (2000) and Wagner (2007) stated in their study that under certain conditions, when companies add environmental concerns to their typical management systems, several financial benefits will occur. The basic problem here is the determination of the connections between environmental and social management and financial benefits.
Kaplan and Norton position the BSC as a tool for organizations to manage the demands of relevant stakeholders such as shareholders, customers or employees and to translate strategies into action. The vital idea behind this model is maintaining the sophisticated tool to management of intangible or qualitative assets since they have a key role in competitive environment. So, BSC provides enablers to focus on the achievement of s
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平衡计分卡的第五支柱：可持续性
议事录-社会和行为科学235(2016)76-83
Zeynep Tuğccedil;e Kalender,Ouml;zalp Vayvay
摘要
在当今的商业环境中，可持续发展是一个趋势，可以让公司将社会、经济和环境支柱与公司的战略和管理联系起来。虽然可持续性概念并不新鲜，但许多组织仍不知道如何实施或测量其产出。本研究旨在将可持续发展问题看作平衡计分卡的第五大支柱，该计分卡将财务和非财务问题纳入综合绩效管理系统。平衡计分卡被世界各地的公司采用来实施公司战略，因此它可以被视为实施可持续发展战略的桥梁，并将企业可持续发展目标与行动和绩效结果联系起来。
关键词：平衡计分卡；可持续发展； 战略管理； 可持续发展的平衡计分卡
1.引言
每个企业通常都将利润或利润形式确定为其主要目标。这种情况是管理层传统上侧重于盈利能力、市场份额等的主要原因。因此，他们中的许多人认为可持续性仅仅是财务报告的伴随物。然而，众所周知的事实是，在新的市场环境中，决策环境快速变化，企业战略管理比过去更具挑战性。所以，信息是不够的，需要新的措施来评估公司提出的战略和行动带来的影响。现代企业现在正面临着一种新兴的商业现象，这种现象被称为可持续性绩效管理，它涉及企业管理的社会、环境和经济等方面。数个因素促使公司研究和改善环境绩效。股东和客户日益需要考虑环境问题。虽然可持续性概念并不新鲜，但许多组织仍不知道如何实施或衡量其产出。而且，绩效管理系统的实施由于绩效管理系统的公司和用户之间的差异而具有挑战性。
在过去的几十年中，全球对可持续发展关注的日益高涨，引发了关于如何实现可持续发展世界的全球性辩论。在这场辩论中，公司被视为促进全球可持续发展目标的重要参与者。不仅因为它们在现代社会发挥核心作用，如，提供就业和创造财富，还因为它们是造成许多社会和环境问题的原因。Lansituoto和Jarvenpaa（2010）在他们的研究中指出，环境问题可能变得具有战略性，因为它们会影响公司的形象、盈利能力、竞争力、市场和产品，这些将影响其未来的经济生存能力。近年来，许多企业实施了环境和社会管理系统，以管理和控制可持续发展相关问题。但是，这些管理体系在公司的实践中往往不尽人意。这种情况的根本原因在于，这些管理系统在许多情况下都在运营层面上运行，因此它们与公司的战略规划和管理无关。
平衡计分卡具有将环境和社会方面纳入综合管理系统的巨大潜力。必须指出的是，平衡计分卡不是制定战略的工具，它用来描述现有的战略，以增强战略的成功执行力（Leon-Soriano 等，2010）。 它允许公司和组织在将他们的愿景和战略转化为行动的同时清除那些愿景和战略。根据卡普兰和诺顿（1996）的观点，模型提供了关于内部业务流程和这些行为的外部结果的反馈。因此，它可以作为一个持续改进工具，用于发现最具战略性的表现和结果（Johansson和Larson，2015）。所以，使用基于可持续发展参数的平衡计分卡方法是一种评估组织或公司可持续绩效的强大而有用的方法。
- 结论和进一步的研究
公司仍然难以理解可持续性战略的重要性并且难以正确地实施可持续性战略，这是公认的事实。然而，当今公司面临的最大问题之一不是理解可持续性的重要性。在这个竞争激烈的商业环境中，每个公司都应该已经意识到可持续发展的重要性。现在，他们必须通过几种策略来调整他们的系统，以适应瞬息万变的商业环境条件，并将可持续性作为其核心战略。尽管在有关可持续性的管理和测量系统文献中有几项研究，但在实践中很难实现完全整合。Christnann（2000）和Wagner（2007）在他们的研究中指出，在某些情况下，当公司将环境问题添加到他们典型的管理系统时，会出现一些财务效益。这里的基本问题是确定环境和社会管理与经济利益之间的联系。
Kaplan和Norton将BSC视为管理如股东、客户或员工等相关利益者的需求并将战略转化为行动的一种工具。这种模式背后的重要理念是保持无形或有形资产管理的复杂工具，因为它们在竞争环境中起着关键作用。因此，平衡计分卡将促成者的关注重点放在实现未来的战略目标以及描述过去措施的有效性和效率的结果上。和传统的平衡计分卡一样，可持续平衡计分卡也将可持续发展愿景和战略转化为行动。无形资产可能有助于公司的可持续发展，在BSC可持续发展方法的帮助下，可以很好地理解这一重要问题。研究人员和从业人员都试图了解这些无形的维度是如何为可持续性战略做出贡献的。将环境和社会方面与公司的核心管理相结合是当今商业活动的重要组成部分，可持续平衡计分卡为解决这一问题提供了巨大的可能性。另一方面，在实践中实施可持续平衡计分卡并不像解释的那么容易。虽然这可以被认为是环境和社会管理的一大步，但实践经验证明，可持续平衡计分卡的开发和实施不仅仅是目标的明确或指标的确定。公司应该认识到，这个过程是漫长而富有挑战性的，需要耐心和坚持。
作为进一步的研究，应当详细研究当前战略和可持续性方面之间的关系。正如之前提到的，可持续平衡计分卡的应用并不容易，因此，更好地理解当前的战略可以为实施正确的衡量体系提供更好的未来规划。此外，应该解释可持续管理体系的联系和益处，并提出新的方法来提高可持续管理体系所能实现的价值。为此，在为公司确定正确的衡量系统后，应通过使用管理方法创建整合过程。在那时，整合过程可以支持可持续平衡计分卡获得的益处。为了证明可持续平衡计分卡可以带来什么益处，可以采用博弈论的方法。，每个维度的战略选择可被用于博弈论方法中，来了解哪些策略提供了最高的利润效益。
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