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The Role of the Balanced Scorecard as a Differentiating Factor for Education Marketing

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Advances in Tourism, Technology and Systems

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 340))

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Abstract

The objective of this study is to elaborate a proposal for the implementation of the Balanced Scorecard (BSC), as a differentiating factor for sustainable marketing, in Small and Medium Enterprise (SME) contexts. The aim is to promote and increase improvements in organizational performance and safeguard the need to assess this performance which, in addition to the integrated vision based on financial perspective indicators, takes into account other perspectives with non-financial indicators (e.g. sustainability). A qualitative case study was carried out. From the study carried out, the authors observed that the BSC proved to be a tool capable of providing work teams with an integrated vision of the strategic management carried out by the company, noting that the success of its implementation requires a consensus and involvement of the entire global sustainable structure of the company. From an interdisciplinary perspective, this study aims to contribute to knowledge in the area of financial management, marketing and sustainability in companies. Future studies should allow a generalization of the results through a quantitative study with stakeholders.

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Acknowledgements

This study was conducted at the Research Center on Accounting and Taxation (CICF) and was funded by the Portuguese Foundation for Science and Technology (FCT) through national funds (UIDB/04043/2020 and UIDP/04043/2020).

Author information

Authors and Affiliations

  1. Polytechnic Institute of Cávado and Ave (IPCA), Barcelos, Portugal

    Ana Catarina Azevedo & Alexandrino Ribeiro

  2. CICF, CICF and Polytechnic Institute of Cávado and Ave (IPCA), Barcelos, Vila Frescainha, Portugal

    Patrícia Quesado

  3. Polytechnic Institute of Cávado and Ave (IPCA) and CiTUR, Barcelos, Portugal

    Bruno Sousa

Authors
  1. Ana Catarina Azevedo
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  2. Patrícia Quesado
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  3. Bruno Sousa
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  4. Alexandrino Ribeiro
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Corresponding author

Correspondence to Bruno Sousa .

Editor information

Editors and Affiliations

  1. Institute of Accounting and Administration of Porto (ISCAP), Polytechnic of Porto, São Mamede de Infesta, Portugal

    António Abreu

  2. Institute of Accounting and Administration of Porto (ISCAP), Polytechnic of Porto, São Mamede de Infesta, Portugal

    João Vidal Carvalho

  3. School of Hospitality and Tourism, Polytechnic of Porto, Vila do Conde, Portugal

    Dália Liberato

  4. Universidad Autónoma de Chile, Santiago, Chile

    Iván Suazo Galdames

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© 2023 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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Azevedo, A.C., Quesado, P., Sousa, B., Ribeiro, A. (2023). The Role of the Balanced Scorecard as a Differentiating Factor for Education Marketing. In: Abreu, A., Carvalho, J.V., Liberato, D., Galdames, I.S. (eds) Advances in Tourism, Technology and Systems. Smart Innovation, Systems and Technologies, vol 340. Springer, Singapore. https://doi.org/10.1007/978-981-19-9960-4_61

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