Balanced Scorecard Essay

I intend to conduct a qualitative single case study-based research (Yin, 2003) on the use of the Balanced Scorecard (BSC) as a strategic organizational communication tool for a higher education institution in the Philippines (i.e., Xavier University-Ateneo de Cagayan). The aim of the study is to answer the central question: How do different types of employees (i.e., top-, middle- and supervisory management & rank and file) describe their organizational communication experience in the Balanced Scorecard implementation of a higher education institution? Briefly, the Balance Scorecard (BSC) is an integrated framework for strategic management, performance management and organizational communication based on stakeholder theory (Donaldson & Preston,

According to Crotty (2003), in this stance “the view of that all knowledge and therefore all meaningful reality as such [are] contingent upon human practices, being constructed in and out of interaction between human beings and their world and developed and transmitted within an essentially social context”. Thus, meaning is not discovered, but constructed. There are several reasons why interpretivism/constructionism is the epistemological stance taken in the proposed study. First, the researcher is trying to find an answer to the question “How do employees describe their organizational communication experience in the Balanced Scorecard implementation of a higher education institution?” using a single case study involving an organization implementing the Balanced Scorecard. Second, the construction of meaning will be transmitted within an essentially social context as shown in the interviews, focused-group discussions, observations and document analysis. Finally, constructionists view that there is no true or valid interpretation. This is represented in the conclusion as researchers suggest new