A Combination of BSC and ANP Approach for Advertising Agencies Key Capabilities Evaluation

應用平衡計分卡與分析網路程序評選廣告代理商的關鍵才能

張桂綸(Kuei-Lun Chang)

《輔仁管理評論》 15卷1期 (2008/01) Pp. 137-154

https://doi.org/10.29698/FJMR.200801.0006

摘要

相對於構面、準則間存在相互獨立假設的多評準決策方法，本研究結合平衡計分卡與分析網路程序，進而提出一個較佳的方法來評選台灣廣告代理商的關鍵才能。平衡計分卡連接內外部、財務與非財務、有形與無形的因素，很適合評估組織的關鍵才能。本研究首先利用平衡計分卡的概念以及訪問廣告代理商主管後，獲得評選關鍵才能的構面與準則。然而平衡計分卡包含許多相互影響、有關聯的構面與準則，分析網路程序方法考量到評選準則間的相互關係，提供一個包含構面與準則之間相互連結的完整架構。因此，本研究所結合平衡計分卡與分析網路程序的方法來評選台灣廣告代理商的關鍵才能。

關鍵字

分析網路程序 ； 平衡計分卡 ； 關鍵才能 ； 多評準決策 ； 廣告代理商

並列摘要

This paper raises a critical issue of how Taiwan advertising agencies can better evaluate their key capabilities. In this paper, we apply the concept of balanced scorecard (BSC) which links financial and non-financial, tangible and intangible, inward and outward factors to obtain the perspectives and criteria for determining the key capabilities of advertising agencies. Many evaluating perspectives and criteria of balanced scorecard are interrelated. Unlike many traditional multiple criteria decision making methods that are based on the independent assumption, the analytic network process (ANP) which incorporates interdependence relationships between perspectives and criteria is a new approach for multi-criteria decision making. Thus, we develop an effective model based on BSC and ANP to help advertising agencies to evaluate the key capabilities. An empirical study is also presented to illustrate the application of the proposed method.

並列關鍵字

analytic network process ； balanced scorecard ； key capability ； multiple criteria decision making ； advertising agency

參考文獻

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