Application of Balanced Scorecard for Emma Bridgewater Ceramics

This report analyzes the application of the Balanced Scorecard at Emma Bridgewater, a British ceramics manufacturer. The report examines how the company uses the Balanced Scorecard to measure its performance across three non-financial areas: the customer perspective, the internal business process perspective, and the learning and growth perspective. The customer perspective focuses on building brand recognition and customer trust. The internal business process perspective emphasizes the smooth operations of internal procedures and the provision of effective customer service. The learning and growth perspective considers how effectively information and knowledge are captured and implemented by staff. The report highlights how Emma Bridgewater utilizes technologies like strategic cognitive computing, AI, and automation to streamline its business management performance and enhance customer loyalty. References to relevant academic sources support the analysis.

Balanced scorecard is considered as a strategic
management performance metric that is used for the
purpose of identifying as well as improving several internal
business functions along with their resultant extrinsic
outcomes. With respect to this, it has been identified that
balanced scorecards are mainly used for measuring
performance of the company as well as providing
feedbacks to a company. Now, Emma Bridgewater is
acknowledged as a British manufacturing firm engaged in
the development of ceramic products. It was founded in the
year 1985. This company has applied balanced scorecard to
measure the success of the respective firm within 3 non-
financial areas (Awadallah,. and Allam, 2015).
The Customer Perspective
This perspective is mainly concerned with identification of
prospective customers and building brand recognition among them so
that they can totally trust the brand. Now, Emma Bridgewater is
known to be specialised within pottery with motifs drawing upon
techniques that stretch back to over a period of more than 200 years.
This firm is considered as one amongst the biggest pottery
manufacturing firms that is entirely based within the bounds of the
United Kingdom. The company has been over years catering to the
needs and demands of the customers in an effective and efficient
manner (Reda, 2017). This has helped Emma Bridgewater in
increasing the satisfaction derived by customer base and consequently
elevating the financial performance of the firm in the long run. It
implies provision of effective customer service.
The Internal Business Process Perspective
This non-financial perspective of the balanced
scorecard is mainly concerned with the sound operations of
the internal procedures of a firm. It takes into account the
stability as well as sound operations of an organisation.
Now, Emma Bridgewater is a well-known and renowned
ceramics company that ensures that the operations of the
firm take place in a smooth manner (Keyes, 2016). This
helps in making the products as well as services reach to
the customers effectively and making sure that they fulfil
the needs, demands. This perspective depicts that Emma
Bridgewater caters to the expectations of clients across the
globe by virtue of provision of its high quality offerings. It
further illustrates that there are no delays or bottlenecks
within the pipeline of the business processes that need to be
addressed in a timely manner.
However, as per the analysis of market, it is found that Emma
Bridgewater can strategically make use of technologies like
cognitive computing, AI, and automation to streamline the business
procedures in an effective manner. This will help in making sure that
the customers stay loyal to the firm for a considerably longer period
of time in future context.
The Learning and Growth Perspective
This non-financial perspective of the balanced scorecard takes
into account the performance of a company by looking at it from the
lens of culture, technology, infrastructure and human capital. It
implies that this perspective mainly analyses how effectively the
information and knowledge are captured as well as implemented by
staff for the creation of a competitive advantage (Madsen and
Stenheim, 2015).
Now, Emma Bridgewater is a ceramics company consisting of
skilled and proficient individuals who have a way with pottery. The
culture of the firm supports the launch of new and unique designs of
ceramic products that have the potential of disrupting the market
place. The employees of the respective firm are provided with
regular training to address their skill and competence gaps. This
provides assistance to them in working in an effective and efficient
manner so that the goals as well as objectives of Emma
Application of Balanced Scorecard
INTRODUCTION
REFERENCES
Awadallah, E.A. and Allam, A., 2015. A critique of the balanced
scorecard as a performance measurement tool. International Journal of
Business and Social Science, 6(7), pp.91-99.
Keyes, J., 2016. Implementing the IT balanced scorecard: Aligning IT
with corporate strategy. CRC Press.
Madsen, D.Ø. and Stenheim, T., 2015. The Balanced Scorecard: A
review of five research areas. American Journal of Management,
15(2), pp.24-41.
Reda, N. W., 2017. Balanced scorecard in higher education
institutions. Quality Assurance in Education.