The internet perspective

Twenty years ago, Kaplan & Norton designed the Balanced Scorecard (BSc) as a performance management tool. This framework considered the strategy of a company was made up of four different perspectives, which were interlinked: financial, customer, internal, and learning and growth.

I have to admit that when I was researching about Corporate Social Responsibility (CSR) and the BSc literature as part of a team that was trying to devise a model that incorporated CSR and innovation to allow SMBs to manage their strategy execution and measure their strategic performance I found several models that would have allowed it. Those models could be grouped in two: the ones that embed CSR within the four perspectives, and those that create a new one (the CSR perspective).

So then, why not an internet perspective if we liked to stress our digital presence in the corporate strategy?

What if we were able to monitor the internet _including the social networks_ for obtaining an X-ray of our brand and we had the ability to interpret the results?

Could you imagine comparing your brand self-image (how you see yourself) to that of what the people at internet see it? And if you were able to compare it to your competitors’ brands, too?

That’s the power of the internet. That’s the power of Cosmos. Do you know Cosmos?