Business Intelligence – BI Definition

Running Head: BUSINESS INTELLIGENCE
BUSINESS INTELLIGENCE
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Table of Contents
Apple Inc. Balance scorecard.....................................................................................................2
Reference....................................................................................................................................4

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Apple Inc. Balance scorecard
Balance scorecard helps the organization in elevating as well as innovating itself to
the new set of heights of the performance by supporting its business professionals to make
important decisions, which sync with objectives of organization. The model of balance
scorecard creates the foundation on which further addition can be done until reaching desired
level of result. Apple Inc is the major player in the market of technology and it is reputed
brand, which uses mode of balance scorecard in its work (Apple Inc. 2020). It practices
following indicators of the performance:
 Satisfaction of Customer
 Core competencies
 Employee Alignment and Commitment
 Market Share
 Shareholders’ Value
The focus of Apple Inc, has shifted towards the idea of the customer satisfaction that is
now considered to be core principle in entity. Further, company have decided to make its own
survey as the means to fulfill the wishes of its customer. Equipping the employees with the
innovative set of solutions such as effective system of distribution and user-friendly interface
is significant in development of their competencies. In long run, Apple will issue quantitative
measurement for finding out answer required by them and seeing that if employees enabled in
this fashion will lead to nurture their skill sets. The company believes alignment and
commitment among the employees are significant. The market share is another important
indicator. It is because increased market share will not only help in increasing profitability
but also helps in influencing software developers they intend to collaborate with. Last but not
the least shareholders’ value in the Apple, is put into its vision of sales, global operations,

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manufacturing as well as product design. This relationship is used for evaluating activities of
unit and tying this to appraisal system of company as well as assessing new deals of business.
It is with the help of this initiative; Apple Inc. creates investment for the future growth
(Nørreklit, Kure & Trenca, 2018).
Figure 1: Balance Scorecard of Apple Inc.

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Reference
Apple (Inc). (2020). Apple (Inc). [online] Available at: <https://www.apple.com/us/>
[Accessed 20 March 2020].
Nørreklit, H., Kure, N., & Trenca, M. (2018). Balanced Scorecard. The International
Encyclopedia of Strategic Communication, 1-6.