Exhibit 13-12 provides an example of targets using the objectives and measures for
the example illustrated in Exhibit 13-11. The relative importance management has assigned
to each perspective and objective is revealed by weights expressed as percentages.
Targets are set for both the long-term and the short-term (e.g., a 3- to 5-year horizon
and a 1-year horizon) and should be backed up with initiatives that can be undertaken
to achieve them. For example, is it really possible to increase share prices by 50 percent
over a 3-year span? And how much increase will be targeted for the coming year? The
increase is dependent on increasing revenues by 30 percent and decreasing costs by 20
percent. These changes are, in turn, dependent on other events in other perspectives.
Can cycle time be reduced to two days (say, from a current level of five days)?