2: Applicability Linkages Last year, the company I work for invested $50,000 sponsoring The Fringe in an effort to promote itself and increase share prices. In reflecting back, the company had assumed, firstly, that potential shareholders would attend The Fringe and, secondly, that by seeing the sponsorship signs they would feel inclined to purchase shares. When we refer to the BSC approach we immediately recognise that this cause-effect activity is inadequate for the purpose, being difficult to measure…
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