For each measure, identify whether the measure best fits the innovation, custome

Question

For each measure, identify whether the measure best fits the innovation, customer, internal process, or financial dimension of the balanced scorecard.

American Express Company is a major financial services company, noted for its American Express® card. Below are some of the performance measures used by the company in its balanced scorecard.

For each measure, identify whether the measure best fits the innovation, customer, internal process, or financial dimension of the balanced scorecard.

Performance Measure Area Average card member spending SelectCustomerFinancialInnovationInternal processInternal process or InnovationItem 1 Cards in force SelectCustomerFinancialInnovationInternal processInternal process or InnovationItem 2 Earnings growth SelectCustomerFinancialInnovationInternal processInternal process or InnovationItem 3 Hours of credit consultant training SelectCustomerFinancialInnovationInternal processInternal process or InnovationItem 4 Investment in information technology SelectCustomerFinancialInnovationInternal processInternal process or InnovationItem 5 Number of Internet features SelectCustomerFinancialInnovationInternal processInternal process or InnovationItem 6 Number of merchant signings SelectCustomerFinancialInnovationInternal processInternal process or InnovationItem 7 Number of card choices SelectCustomerFinancialInnovationInternal processInternal process or InnovationItem 8 Number of new card launches Selec tCustomerFinancial,Innovation,Internal process,Internal process or Innovation Item 9 Return on equity SelectCustomerFinancialInnovationInternal processInternal process or InnovationItem 10 Revenue growth SelectCustomerFinancialInnovationInternal processInternal process or InnovationItem 11

Explanation / Answer

Performance Measure Area Average card member spending Customer Cards in force Customer Earnings growth Financial Hours of credit consultant training Internal process Investment in information technology Innovation Number of Internet features Innovation Number of merchant signings Customer Number of card choices Customer Number of new card launches Innovation Return on equity Financial Revenue growth Financial

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