A Field Study of Strategy Map Evolution

What is it about?

Strategy maps are an integral part of a firm's strategic performance management system. Although a firm's strategy map is likely to evolve over time, empirical research on the evolution of strategy maps is largely underexplored. The objective of this study is to examine how a firm's strategy map evolves over time.

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Why is it important?

This study provides several key insights into the evolution of strategy maps. In particular, the findings show that a firm's strategy map evolves in response to delivering new value and/or existing value through new value creation design themes. Further, this study demonstrates how the use and change of strategy maps can be linked, and how the use of a strategy map can influence its design.

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