精品文档CaseNote:BuildingaBalancedScorecardforapublicbroadcastingorganisation.(Simulationonly)ThiscasestudyconsistsoftheoutcomesofasimulationexerciseundertakenwithanMBAclasstodemonstrateandtotesttheprocessofdevelopingaBalancedScorecardforapublicBroadcastingorganisation.TheBritishBroadcastingCompany(BBC)waschosentotesttheprocedure.TheBBC:mission,purposes,andlimitations.TheBBCisthenationalpublicbroadcastingorganisationoftheUK.ItoperatesunderaRoyalCharterof1926,andunderaconstitution,bothofwhicharenowunderreview(inJuly2006).ThemottooftheBBCis‘Nationshallspeakpeaceuntonation.'ThemissionoftheBBCisembeddedinthelatestreviseddraftroyalcharter(July2006),whichdescribestheBBC'spublicnatureanditsobjectsas:1)TheBBCexiststoservethepublicinterest.2)TheBBC'smainobjectisthepromotionofitspublicpurposeswhichare:a)Sustainingcitizenshipandcivilsociety.b)Promotingeducationandlearning.c)Stimulatingcreativityandculturalexcellence.d)RepresentingtheUK,itsnations,regionsandcommunities.e)Inpromotingitsotherpurposes,helpingtodelivertothepublicthebenefitofemergingcommunicationstechnologiesandservicesand,inadditiontakingaleadingroleintheswitchovertodigitaltelevision.3)Inaddition,theBBCmaymaintain,establish,oracquiresubsidiariesthroughwhichcommercialactivitiesmaybeundertakentoanyextentpermittedbyaFrameworkAgreement.(TheBBC'sgeneralpowersenableittomaintain,establishoracquiresubsidiariesforpurposessufficientlyconnectedwithitsPublicPurposes.)TheBBCpromotesitsPublicPurposesbymeansofitsmission,toinform,educateandentertain,throughtheprovisionofoutputwhichconsistsofinformation,educationandentertainment.Thisissuppliedbymeansof(a)television,radio,andon-lineservices,(b)similarorrelatedserviceswhichmakeoutputgenerallyavailableandwhichmaybeinformsorbymeansoftechnologieswhicheitherhavenotpreviouslybeenusedbytheBBCor---本文来源于网络,仅供参考,勿照抄,如有侵权请联系删除---whichhaveyettobedeveloped.TheBBCisalsoallowedtocarryoutotheractivitieswhichdirectlyorindirectlypromotethePublicPurposes,butsuchactivitiesshouldbeperipheral,subordinate,orancillarytoitsmainactivities(i.e.mustbeinproportiontothem).精品文档.精品文档Finally,theBBCisindependentinallmattersconcerningthecontentofitsoutput,theandmannerinwhichitissupplied,andthemanagementifitsaffairs.(Thereadershouldconsiderthisinformationinthecontextoftheoryoncorporatemissionsdescribedearlier.)Sources:en.wikipedia.org/wiki/BBC[sourcedJune2006]wwbbc.co.uk[sourcedJune2006)Settingsystemboundaries.AlthoughtheBBCtransmitsbothradioandtelevisionprogrammes,thebiggestpartofthebroadcastingbusiness,intermsofbothconsumers(listenersandviewers)isintelevision.Thispartofthebusinessisexpectedtoexpandinthefuturewiththedevelopmentofsatelliteanddigitalbroadcastingsystems.Itwasthereforedecidedtoconcentrateontelevisionforthisexercise,althoughdevelopingaBalancedScorecardforradiowouldbeaverysimilarprocess.TheprocessofdevelopingaBalancedScorecardisindicatedherebythediagramsthatweredeveloped.However,inarealsituation,underpinningthesediagramswouldbegroupstrategymeetingswithbothinternalandexternalstakeholderstotrytogaintheconsensusnecessaryforsuccessfulimplementation.TheSystemsMap.IndevelopingaBalancedScorecardfortheBBCasystemsmapwasfirstdrawntopresentanholisticviewoftheorganisation,thesubsystemswithinitandthelinesofinfluenceconnectingthem.Thesystemsmappingtechniqueisprimar...