The BSC typically reflects four interrelated perspectives of a company:
- Financial,
- Customer,
- Internal business processes, and
- Learning and growth.
Each perspective includes a series of performance measures, targets, and goals that reflect the firm’s long-term strategies. The financial perspective takes the viewpoint of company shareholders and typically uses traditional financial measures such as operating cash flows, return on investment (ROI), and changes in operating income over time. The customer perspective addresses product and firm differentiation strategies as well as value creation
from the viewpoint of the organization’s client base.