Creativity in using the balanced scorecard in service ministries in Jordan
by Ahmad M.A. Zamil; Ahmad Yousef Areiqat
International Journal of Knowledge Management in Tourism and Hospitality (IJKMTH), Vol. 1, No. 4, 2017

Abstract: This study aims to examine the impact of the balanced scorecard; the finances, customers, internal processes, learning, and growth, on the marketing innovation, in services; promotion, pricing, and distribution. The study also examines the reality of implementation of this tool in service ministries in Jordan represented by; public health, private hospitals sector, tourism, and antiquities. The study was conducted on a sample of 371 employees who are supervisory or non-supervisory incumbents in services ministries in Jordan. By using the descriptive analytical approach, the results showed that the balanced scorecard has a significant impact on the customer dimension in enhancing marketing innovation in the ministries. They also showed the impact on the dimension of learning and growth in enhancing innovation in the promotion, while the customer's dimension shows an impact on enhancing innovation in pricing in the ministry of tourism, innovation in distribution affected by the customer dimensions. The degree of impact is affected by the differences between the respondents in terms of educational level and job title. In this study, the researchers recommend that ministries enhance the components of application of the balanced scorecard to increase their ability to improve their performance.

Online publication date: Fri, 09-Feb-2018

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