Sustainable Marketing Using Balance Scorecard Tool for the Cebu Minimarket in the Municipality in Colombia
Abstract
The Balanced Scorecard (BSC) is a reasonable tool postulated to be an attractive means of acquiring new organizational trends. Good practices must be implemented to achieve sustainable marketing. The objective of this study is to achieve a clear vision in the short, medium, and long term, illustrating the strategic planning and key performance indicators of the company in a straightforward manner, and demonstrating that the management is achieving the desired results. Once the issue was identified, a descriptive and qualitative methodology was developed to analyze the impact of the BSC on the sustainability of the Cebu Minimarket market, situated in a municipality in Colombia. Primary sources were used in this process. A mixed-methods approach was employed to assess its effectiveness. This entailed conducting interviews with customers to gauge their perceptions of the business and with employees to obtain detailed insights into the marketing of the distributed products. This allowed for the development of a robust research foundation and the ability to effectively deploy the tool. The results are contingent on the implementation of effective financial and administrative management strategies, which are instrumental in fostering a stable economic environment, developing customer loyalty, promoting sustainable consumption, and optimizing internal processes. As a scientific novelty, this tool seeks to transform organizations into new administrative approaches where timely methods are fundamental for the generation of income and decision-making, thus energizing an economy where new technologies have become fundamental catalysts through the improvement of productivity and competitiveness. The results of this research enabled the measurement of the added values perceived by customers and employees. There was an innovative approach based mainly on commercial indicators, which was inadequate for comprehensive and effective strategic management.
Keywords: balanced scorecard, strategic management, key performance indicators, marketing, mustainability
https://doi.org/10.55463/issn.1674-2974.51.10.1
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