the links between strategic goals and operational targets have always been an issue both conceptually and in practice 'strategy maps' (Kaplan and Norton, 2004) may help to define deliberate strategy in relatively stable environments but in more volatile conditions they are of little help (jacobides,2010). Attributing performance outputs to specific activities, processes, systems, organisational features or components of strategy is especially challenging. Measuring the wider, more long-term outcomes is not just difficult but may be divisive because of the use of multidisciplinary teams, and the need for extensive internal and external collaborations.