A balance scorecard also improve performance

internally and externally. A balance scorecard also improve performance reporting and alignment
of projects and initiatives.
Financial Perspective
 Increase sales & revenues
 Increase financial
profitability
 Increase shareholder
value
Learning and growth
perspective
 Employee excellence
 Employee attitude

Job satisfaction
Customer perspective
 Customer satisfaction
 Market share
Internal business perspective
 Operational efficiency
 Workplace safety
 Apple’s tendering
 Core competency

APPLE INC.’S GOALS AND BALANCED SCORECARD 4
Lead and lag measures are two types of indicators used in performance assessment in a
company. A lead measure is predictive indicator. For instance, the percentage of employees
wearing protective masks in the server room is a leading safety indicator. A lag measure is an
output indicator[ CITATION Akt19 \l 1033 ]. For instance, the number of accidents in an
organization is a lagging safety indicator.

APPLE INC.’S GOALS AND BALANCED SCORECARD 5
References
Aktas, U. (2019). Applications of balanced scorecard in different business contexts. Retrieved
from . Retrieved from
Evans, J. (2020, January 02). A glimpse at Apple’s 2020 vision . Retrieved from Computerworld:
Zizlavsky, O. (2014). The balanced scorecard: Innovative performance measurement and
management control system. Journal of technology management & innovation , 210-222.