This paper has attempted to present the
possibility of applying the concept of the Balanced
Scorecard as a management tool within the case
study university in Thailand, Thammasat University.
The paper explores the use of the Balanced
Scorecard in other universities and finds that,
although universities are increasingly applying the
Balanced Scorecard, there is no evidence that
strategy maps based on universityûs stakeholders
ùperceptionsû are created. This study therefore builds
the Balanced Scorecard and strategy map of the
University based on input from the Universityûs
stakeholders. This paper provides a guideline for
developing a Balanced Scorecard that will help
translate and implement strategies of a university for
the benefit of all stakeholders. It is hoped that this
study will provide useful information for developing
the university sector in the future.