What is a Strategy Map?
Strategy maps were introduced by Kaplan and Norton (2000). It is a diagram that describes how an organisation creates value which is based on the four traditional Balanced Scorecard perspectives: financial, customer, internal processes, and learning & growth. However, instead of presenting the strategic objectives in separate boxes, they will be put in an explicit cause-and-effect relationship which each other. Kaplan and Norton (2000) describe the strategy map as a map providing “a visual representation of a company’s critical objectives and the crucial relationships among them that drive organizational performance…. Strategy maps can depict objectives for revenue growth; targeted customer markets in which profitable growth will occur; value propositions that will lead to customers doing more business and at higher margins, the key role of innovation and excellence in products, services, and processes; and the investments required in people and systems to generate and sustain the proj
