Procedimiento de Cuadro de Mando Integral para la gestión de comercialización

Abstract

The work is carried out in a company that provides services and cultural products, a procedure is proposed that consists of closely related phases and stages. In the first phase, the strategic diagnosis is carried out in order to obtain the bank of forces acting in the environment. In the second, the key variables for the entity are determined and, based on this, the strategic
objectives are formulated that, when related to key success factors, allow the achievement of organizational advantages. In the third, the Balanced Scorecard is designed, where the system of indicators characterized by elements that allow better control is identified. The results of the previous phases are presented in the last one, in communication, implementation and control
actions. This work constitutes a tool for business performance as it is an improvement in the decision-making process.