STRUCTURE OF THE BALANCED SCORECARD - BSC BUSINESS SEGMENT FOR RETAILER, WITH FOCUS ON PERFORMANCE EVALUATION OF STRATEGIC ACTION OF PROMOTIONAL MARKETING

Detalhes bibliográficos
Autor(a) principal: Back, Lucas
Data de Publicação: 2012
Outros Autores: Dutra, Ademar, Casagrande, Jacir Leonir
Tipo de documento: Artigo
Idioma: por
Título da fonte: ConTexto
Texto Completo: https://seer.ufrgs.br/index.php/ConTexto/article/view/24302
Resumo: The performance evaluation of strategic actions applied to an organization requires the adoption of a specific tool that meets the needs and the organizational context. This article aims to structure the Balanced Scorecard - BSC, of the Alpha Comércio de Gêneros Alimentícios Ltda, organization, focusing on performance evaluation of promotional marketing strategic action, using it as tool of management, control and evaluation of organizational performance. In the survey we highlight a few methodological procedures that seek to facilitate the process of understanding the article: a description of the promotional pamphlets, processes for preparing the BSC, and procedures for the construction of the revenue. This is an exploratory research, with practical approach as a case study involving primary and secondary data with a qualitative and quantitative approach of the research problem. As research results we stand out (i) the creation of four indicators to indicate the promotional marketing action performance, (ii) the financial impact on sales revenue with the use of the pamphlet that resulted in an increase of 24% from the first to the second quarter of 2010.
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spelling STRUCTURE OF THE BALANCED SCORECARD - BSC BUSINESS SEGMENT FOR RETAILER, WITH FOCUS ON PERFORMANCE EVALUATION OF STRATEGIC ACTION OF PROMOTIONAL MARKETINGESTRUTURAÇÃO DO BALANCED SCORECARD (BSC) PARA UMA EMPRESA DO SEGMENTO VAREJISTA, COM FOCO NA AVALIAÇÃO DO DESEMPENHO DA AÇÃO ESTRATÉGICA DE MARKETING PROMOCIONALPerformance EvaluationBalanced ScorecardStrategic ActionAvaliação de desempenhoBalanced scorecardAção estratégicaThe performance evaluation of strategic actions applied to an organization requires the adoption of a specific tool that meets the needs and the organizational context. This article aims to structure the Balanced Scorecard - BSC, of the Alpha Comércio de Gêneros Alimentícios Ltda, organization, focusing on performance evaluation of promotional marketing strategic action, using it as tool of management, control and evaluation of organizational performance. In the survey we highlight a few methodological procedures that seek to facilitate the process of understanding the article: a description of the promotional pamphlets, processes for preparing the BSC, and procedures for the construction of the revenue. This is an exploratory research, with practical approach as a case study involving primary and secondary data with a qualitative and quantitative approach of the research problem. As research results we stand out (i) the creation of four indicators to indicate the promotional marketing action performance, (ii) the financial impact on sales revenue with the use of the pamphlet that resulted in an increase of 24% from the first to the second quarter of 2010.A avaliação de desempenho de ações estratégicas aplicadas a uma organização requer a adoção de ferramenta específica que atenda às necessidades e ao contexto organizacional. Este artigo tem como objetivo estruturar o Balanced Scorecard (BSC) da organização Alpha Comércio de Gêneros Alimentícios Ltda, com foco na avaliação do desempenho da ação estratégica de marketing promocional, utilizando-o como ferramenta de gestão, controle e avaliação do desempenho organizacional. Na pesquisa destacam-se alguns procedimentos metodológicos que buscam facilitar o processo de compreensão do artigo: a descrição dos panfletos promocionais, os processos para a elaboração do BSC e os procedimentos para a construção do faturamento. Trata-se de uma pesquisa de natureza exploratória, com abordagem prática na forma de um estudo de caso, envolvendo dados primários e secundários com uma abordagem qualitativa e quantitativa do problema de pesquisa. Como resultados da pesquisa, destacam-se a criação de quatro indicadores para a indicação do desempenho da ação de marketing promocional e o impacto financeiro na receita de vendas com a utilização do panfleto, que resultou em um aumento de 24% do primeiro para o segundo quadrimestre de 2010.UFRGS2012-11-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por Paresapplication/pdfhttps://seer.ufrgs.br/index.php/ConTexto/article/view/24302ConTexto - Contabilidade em Texto; v. 12 n. 22 (2012): 2º semestre 2012; 7-252175-87511676-6016reponame:ConTextoinstname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/ConTexto/article/view/24302/pdfBack, LucasDutra, AdemarCasagrande, Jacir Leonirinfo:eu-repo/semantics/openAccess2013-10-14T17:49:22Zoai:seer.ufrgs.br:article/24302Revistahttps://www.seer.ufrgs.br/index.php/ConTexto/indexPUBhttpw://www.seer.ufrgs.br/index.php/ConTexto/oaifernanda.momo@ufrgs.br||contexto@ufrgs.br2175-87511676-6016opendoar:2013-10-14T17:49:22ConTexto - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv STRUCTURE OF THE BALANCED SCORECARD - BSC BUSINESS SEGMENT FOR RETAILER, WITH FOCUS ON PERFORMANCE EVALUATION OF STRATEGIC ACTION OF PROMOTIONAL MARKETING
ESTRUTURAÇÃO DO BALANCED SCORECARD (BSC) PARA UMA EMPRESA DO SEGMENTO VAREJISTA, COM FOCO NA AVALIAÇÃO DO DESEMPENHO DA AÇÃO ESTRATÉGICA DE MARKETING PROMOCIONAL
title STRUCTURE OF THE BALANCED SCORECARD - BSC BUSINESS SEGMENT FOR RETAILER, WITH FOCUS ON PERFORMANCE EVALUATION OF STRATEGIC ACTION OF PROMOTIONAL MARKETING
spellingShingle STRUCTURE OF THE BALANCED SCORECARD - BSC BUSINESS SEGMENT FOR RETAILER, WITH FOCUS ON PERFORMANCE EVALUATION OF STRATEGIC ACTION OF PROMOTIONAL MARKETING
Back, Lucas
Performance Evaluation
Balanced Scorecard
Strategic Action
Avaliação de desempenho
Balanced scorecard
Ação estratégica
title_short STRUCTURE OF THE BALANCED SCORECARD - BSC BUSINESS SEGMENT FOR RETAILER, WITH FOCUS ON PERFORMANCE EVALUATION OF STRATEGIC ACTION OF PROMOTIONAL MARKETING
title_full STRUCTURE OF THE BALANCED SCORECARD - BSC BUSINESS SEGMENT FOR RETAILER, WITH FOCUS ON PERFORMANCE EVALUATION OF STRATEGIC ACTION OF PROMOTIONAL MARKETING
title_fullStr STRUCTURE OF THE BALANCED SCORECARD - BSC BUSINESS SEGMENT FOR RETAILER, WITH FOCUS ON PERFORMANCE EVALUATION OF STRATEGIC ACTION OF PROMOTIONAL MARKETING
title_full_unstemmed STRUCTURE OF THE BALANCED SCORECARD - BSC BUSINESS SEGMENT FOR RETAILER, WITH FOCUS ON PERFORMANCE EVALUATION OF STRATEGIC ACTION OF PROMOTIONAL MARKETING
title_sort STRUCTURE OF THE BALANCED SCORECARD - BSC BUSINESS SEGMENT FOR RETAILER, WITH FOCUS ON PERFORMANCE EVALUATION OF STRATEGIC ACTION OF PROMOTIONAL MARKETING
author Back, Lucas
author_facet Back, Lucas
Dutra, Ademar
Casagrande, Jacir Leonir
author_role author
author2 Dutra, Ademar
Casagrande, Jacir Leonir
author2_role author
author
dc.contributor.author.fl_str_mv Back, Lucas
Dutra, Ademar
Casagrande, Jacir Leonir
dc.subject.por.fl_str_mv Performance Evaluation
Balanced Scorecard
Strategic Action
Avaliação de desempenho
Balanced scorecard
Ação estratégica
topic Performance Evaluation
Balanced Scorecard
Strategic Action
Avaliação de desempenho
Balanced scorecard
Ação estratégica
description The performance evaluation of strategic actions applied to an organization requires the adoption of a specific tool that meets the needs and the organizational context. This article aims to structure the Balanced Scorecard - BSC, of the Alpha Comércio de Gêneros Alimentícios Ltda, organization, focusing on performance evaluation of promotional marketing strategic action, using it as tool of management, control and evaluation of organizational performance. In the survey we highlight a few methodological procedures that seek to facilitate the process of understanding the article: a description of the promotional pamphlets, processes for preparing the BSC, and procedures for the construction of the revenue. This is an exploratory research, with practical approach as a case study involving primary and secondary data with a qualitative and quantitative approach of the research problem. As research results we stand out (i) the creation of four indicators to indicate the promotional marketing action performance, (ii) the financial impact on sales revenue with the use of the pamphlet that resulted in an increase of 24% from the first to the second quarter of 2010.
publishDate 2012
dc.date.none.fl_str_mv 2012-11-23
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/ConTexto/article/view/24302
url https://seer.ufrgs.br/index.php/ConTexto/article/view/24302
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/ConTexto/article/view/24302/pdf
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv UFRGS
publisher.none.fl_str_mv UFRGS
dc.source.none.fl_str_mv ConTexto - Contabilidade em Texto; v. 12 n. 22 (2012): 2º semestre 2012; 7-25
2175-8751
1676-6016
reponame:ConTexto
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str ConTexto
collection ConTexto
repository.name.fl_str_mv ConTexto - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv fernanda.momo@ufrgs.br||contexto@ufrgs.br
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