Strategy Map is a diagram that describes how an organisatio creates value by connecting strategic objectives in explicit cause-and-effect relationship with each other in the four perspectives (financial, customer, internal processes, learning & growth). It is a tool created by Robert S Kaplan and David P Norton. It allows organisations to describe and communicate their strategies. Strategy maps also serve as an appropriate basis for the development of financial and non-financial Balanced Scorecard (BSC) measures that can be used to monitor strategy execution and performance. Strategy maps can be created for not-for-profit and public service entities, as well as for- profit enterprises.
The original formulation of the strategy map is based on the ‘four perspectives’ of the BSC – financial, customer, internal and learning and growth. The financial and customer perspectives – the outcome perspectives – are developed in response to the basic question ‘What do we want to accomplish?’ The internal and learning and growth perspectives – the input perspectives – depict ‘How do we plan to accomplish it?
