534

Ihk\ysZ_lky 5-e_lbx <eZ^bfbjkdh]h ]hkm^Zjkl\_ggh]hmgb\_jkbl_lZ

2

Fbgbkl_jkl\h h[jZah\Zgby Jhkkbckdhc N_^_jZpbb <eZ^bfbjkdbc ]hkm^Zjkl\_gguc mgb\_jkbl_l Wdhghfbq_kdbc nZdmevl_l

IJH;E?FU J:A<BLBY

L?JJBLHJB:EVGUO

KHPB:EVGH-WDHGHFBQ?KDBO

IH>KBKL?F

Lhf II

K_dpbb – 3

<eZ^bfbj 2003

3

;;D

J_^ZdpbhggZy dhee_]by < N :jobih\Z ^-j wdhg gZmd ijhn_kkhj hl\ j_^Zdlhj X G EZiu]bg ^-j wdhg gZmd ijhn_kkhj ? I Ehfh\ dZg^ wdhg gZmd ^hp_gl aZf hl\ j_^ZdlhjZ < G DjZ_\ dZg^ wdhg gZmd ^hp_gl : : FZjq_gdh dZg^ wdhg gZmd ^hp_gl : I Ljmlg_\ dZg^ wdhg gZmd ^hp_gl I G AZoZjh\ dZg^ wdhg gZmd k_dj_lZjv

I_qZlZ_lky ih j_r_gbx j_^Zdpbhggh-ba^Zl_evkdh]h kh\_lZ

<eZ^bfbjkdh]h ]hkm^Zjkl\_ggh]h mgb\_jkbl_lZ

<h \lhjhf lhf_ ij_^klZ\e_gu fZl_jbZeu ih^]hlh\e_ggu_ mq_gufb \mah\ jZ [hlgbdZfb Z^fbgbkljZlb\guo hj]Zgh\ ki_pbZebklZfb ij_^ijbylbc b hj]ZgbaZpbc Zk ibjZglZfb khbkdZl_eyfb mq_guo kl_i_g_c b klm^_glZfb aZgbfZxsbfbky ijh[e_fZfb khpbZevgh-wdhghfbq_kdZy wnn_dlb\ghklb fZeh]h [bag_kZ ij_^ijbgbfZl_evkl\Z b fZj d_lbg]h\uo bkke_^h\Zgbc Z lZd`_ dhgdj_lgufb ijh[e_fZfb j_]bhgZevghc wdhghfbdb

Bo ij_^eh`_gby gZijZ\e_gu gZ hp_gdm oZjZdl_jZ b kh\_jr_gkl\h\Zgb_ bg\_klb pbhgguo ijhp_kkh\ b gZ hp_gdm j_amevlZlb\ghklb ijh\h^bfuo gZ j_]bhgZevghf mjh\g_ khhl\_lkl\mxsbo bkke_^h\Zgbc

FZl_jbZeu i_j\h]h lhfZ ihk\ys_gu fZdjhwdhghfbq_kdbf b j_]bhgZevguf ijh[e_fZf wdhghfbq_kdhc wnn_dlb\ghklb h[s_kl\_ggh]h ijhba\h^kl\Z b ij_ih^Z\Z gby wdhghfbq_kdbo ^bkpbiebg

Fh]ml [ulv ihe_agu \ ih\k_^g_\ghc ijZdlbq_kdhc jZ[hl_ wdhghfbklZf khpbh eh]Zf ikboheh]Zf nbehkhnZf ZkibjZglZf klm^_glZf b ^jm]bf aZbgl_j_kh\Zgguf ebpZf Z lZd`_ ijb ih^]hlh\d_ fZl_jbZeh\ ^ey jZkkfhlj_gby \ hj]ZgZo aZdhgh^Zl_ev ghc b bkihegbl_evghc \eZklv

5

HL J?>:DPBHGGHC DHEE?=BB

< l_dms_f ]h^m <eZ^bfbjkdbc ]hkm^Zjkl\_gguc mgb\_jkbl_l l_ogbq_ kdbc mgb\_jkbl_l ihebl_ogbq_kdbc bgklblml hlf_qZ_l k\h_ -e_lb_

RZ]gm\ \f_kl_ kh kljZghc \ XXI \_d mgb\_jkbl_l ^hklhcgh ij_^klZ\ ey_l kh\j_f_ggmx jhkkbckdmx wdhghfbq_kdmx gZmdm \ __ gh\hf jughqghf dZq_ kl\_ I_j_f_gu \ mgb\_jkbl_l_ \b^gu \_a^_ b \ i_j\mx hq_j_^v gZ wdhghfbq_ kdhf nZdmevl_l_ ijh\_^r_f k\hx -x _`_]h^gmx gZmqgmx dhgn_j_gpbx

G_h[oh^bfhklv dhj_ggh]h i_j_kfhljZ dhgp_ilmZevguo hkgh\Zgbc f_lh^heh]bc b f_lh^bd ij_h[jZah\Zgby ohayckl\_gghc ijZdlbdb b wdhgh fbq_kdhc gZmdb \ p_ehf [ueZ ^hdZaZgZ gZ ijhreuo gZmqgh-ijZdlbq_kdbo dhgn_j_gpbyo GZklhysZy dhgn_j_gpby ihk\ys_gZ hljZ[hld_ lZdlbq_ kdbo b kljZl_]bq_kdbo aZ^Zq ih hp_gd_ f_klZ b jheb j_]bhgZ \ ihklhyggh f_gyxs_fky wdhghfbq_kdhf ijhkljZgkl\_ DZ`^uc km[t_dl n_^_jZpbb y\eyykv hlghkbl_evgh kZfhklhyl_evguf b kZfh^hklZlhqguf l_jjblh jbZevguf h[jZah\Zgb_f – hkgh\Z h[s_]h [eZ]hkhklhygby kljZgu b fZ l_jbZeu dhgn_j_gpbb ih^l\_j`^Zxl wlh

JZ[hqbc yaud dhgn_j_gpbb – jmkkdbc KlZlvb ^Zxlky \ Z\lhjkdhc j_^Zdpbb JZ[hlZ dhgn_j_gpbb ijh\h^beZkv gZ h^ghf ie_gZjghf b lj_o k_dpbhgguo aZk_^Zgbyo FZl_jbZeu dhgn_j_gpbb ba^Z\Z_fu_ \ ^\mo lh fZo \gh\v b \gh\v ih^l\_j`^Zxl qlh mki_ob j_nhjfbjh\Zgby gZpbhgZev ghc wdhghfbdb b ^Zevg_cr__ jZa\blb_ wdhghfbq_kdhc gZmdb \k_p_eh aZ\b kyl hl wnn_dlb\ghklb jZa\blby hl^_evguo l_jjblhjbc b gZp_e_gghklb gZmqgh]h ihl_gpbZeZ \ukr_c rdheu gZ bo j_r_gb_

<h II lhf_ ij_^klZ\e_gu fZl_jbZeu jZ[hlu dhgn_j_gpbb ih k_dpbyf ©KhpbZevgh-wdhghfbq_kdZy wnn_dlb\ghklv fZeh]h [bag_kZ ij_^ijbgbfZ l_evkl\Z b fZjd_lbg]h\uo bkke_^h\Zgbcªb©Ijh[e_fu j_]bhgZevghc wdhgh fbdbª

J_^ZdpbhggZy dhee_]by gZ^__lky qlh qblZl_eb ihfbfh hagZdhfe_ gby k ij_^klZ\e_ggufb j_amevlZlZfb dhgdj_lguo khpbZevgh- wdhghfbq_kdbo bkke_^h\Zgbc aZbgl_j_kmxlky ijZdlbq_kdbfb j_dhf_g^Z pbyfb ih kh\_jr_gkl\h\Zgbx l_jjblhjbZevgh]h b hljZke_\h]h mijZ\e_gby jZa\blbx wdhghfbq_kdhc gZmdb \ p_ehf b wdhghfbq_kdh]h h[jZah\Zgby \ qZ klghklb

Hl\_lkl\_gguc j_^Zdlhj ^-j wdhg gZmd ijhn_kkhj aZ\ dZn_^jhc wdhghfbdb b mijZ\e_gby

gZ ij_^ijbylbyo <e=M < N :jobih\Z

AZf hl\_lkl\_ggh]h j_^ZdlhjZ

d w g ^hp_gl dZn_^ju f_g_^`f_glZ <e=M ? I Ehfh\

6

?jfZdh\ G K Ijbf_g_gb_ h[s_c l_hjbb mijZ\e_gby d mijZ\e_gbx dZq_kl\hf 83 @Zjh\ : : Bggh\ZpbhggZy Zdlb\ghklv ij_^ijbylby \ mkeh\byo jughqghc 86 wdhghfbdb @mdh\kdZy B N KhpbZevgZy mya\bfhklv wdhghfbq_kdb Zdlb\gh]h gZk_e_gby 88 AZoZjh\Z ? : D D_^ab Gh\u_ bgnhjfZpbhggu_ l_ogheh]bb ijb j_r_gbb 89 ijh[e_fu ih\ur_gby d\ZebnbdZpbb ]hkkem`Zsbo khpbZevghc kn_ju AZoZjh\Z @ : Ijh[e_fu lZjbngh]h j_]mebjh\Zgby ij_^ijbylbc `bebsgh- 91 dhffmgZevgh]h ohayckl\Z Audh\ : : Ijh[e_fu \u[hjZ djbl_jby h[hkgh\Zgby j_r_gbc \ bg\_klbpbhgghf 92 ijhp_kk_

DZldh\ < F :dlb\gu_ f_lh^u h[mq_gby ki_pbZebklh\ 94

D_eebg] : Fhj]mgh\Z G < KjZ\g_gb_ F<:-ijh]jZff 96

DhdrZjh\Z L I L_g^_gpbb jZa\blby \ukr_]h b kj_^g_]h ki_pbZevgh]h 99 h[jZah\Zgby <eZ^bfbjkdhc h[eZklb Dhjh\bg E < =hjue_\Z E G D \hijhkm baf_j_gby kijhkZ gZ lmjbaf 100 Dhjh\bg E < Jh]h`dbgZ X : >_klbgZpby dZd khkj_^hlhq_gb_ kj_^kl\ ^ey 101 h[_ki_q_gby lmjbafZ Dhklue_\Z K K Ehfh\ ? I Ijh[e_fu ^_ckl\mxs_]h ljm^h\h]h aZdhgh^Zl_evkl\Z 103 DjZ_\ < G Kh\_jr_gkl\h\Zgb_ j_clbg]h\hc hp_gdb ^_yl_evghklb ij_ih^Z\Zl_e_c 104 Dmavfbgh\Z G < Nhjfbjh\Zgb_ lj_[h\Zgbc d deZkkbnbdZpbb jbkdh\ 106 DmfZj JZ^`b\ EZiu]bg X G Kbkl_fgh_ kh^_j`Zgb_ kljZl_]bb hj]ZgbaZpbb 107 Dmq_jh\ K F H g_h[oh^bfhklb kh\_jr_gkl\h\Zgby f_lh^bdb hp_gdb 108 dj_^blhkihkh[ghklb ij_^ijbylbc Dmq_jh\Z W : Imlb kh\_jr_gkl\h\Zgby [_agZebqguo b gZebqgh-^_g_`guo 110 ieZl_`_c

EZiu]bg > X Ijh[e_fZ dZd h[t_dl kljZl_]bq_kdh]h j_r_gby 112 EZiu]bg > X EZiu]bgZ L < :gZeba \ kbkl_f_ kljZl_]bq_kdbo j_r_gbc 113 EZqbgbgZ L : KhklZ\eyxsb_ mki_rgh]h nhjfbjh\Zgby fbkkbb hj]ZgbaZpbb 115 E_hglv_\Z : < H g_h[oh^bfhklb agZqbl_evgh]h kgb`_gby gZeh]h\hc gZ]jmadb 117 gZ ij_^ijbylby

E_hglv_\Z : < H imlyo mdj_ie_gby l_jjblhjbZevguo [x^`_lh\ 118 E_hglv_\Z : < Dh\Zevqmd B < NZdlhju hij_^_eyxsb_ bg\_klbpbhggmx 120 ijb\e_dZl_evghklv Zdpbhg_jguo h[s_kl\ j_]bhgZ Eh[Zrh\ : < Jbkdb ijb \u^Zq_ bihl_qguo dj_^blh\ 122 Ehfh\ ? ? Bkke_^h\Zgb_ \hijhkZ ^hdZaZl_evghc [Zau gbadhc wnn_dlb\ghklb 123 ]hkm^Zjkl\_gghc kh[kl\_gghklb Ehfh\ ? I Hkh[_gghklb jZajZ[hldb l_klh\uo fZl_jbZeh\ ih wdhghfbq_kdbf 125 ^bkpbiebgZf FZdZjh\Z G ? Fhj]mgh\Z J < Hp_gdZ i_jkhgZeZ dZd nZdlhj _]h jZa\blby 127 FZf_^h\ J F <Zexlgh_ j_]mebjh\Zgb_ b \Zexlguc dhgljhev 129 \g_rg_wdhghfbq_kdhc ^_yl_evghklb Fbjhgh\ < G MijZ\e_gb_ jbkdhf \ ^_yl_evghklb ij_^ijbylby 132 Fhj]mgh\Z G < Nbebfhgh\Z G F <ebygb_ j_]bhgZevguo hkh[_gghkl_c 134 gZ ijhp_kk nhjfbjh\Zgby ba^_j`_d gZ ij_^ijbylbyo Fhj]mgh\Z J < Kbkl_fZ ihdZaZl_e_c kq_lguo dZjl b kljZl_]by ij_^ijbylby 135 Fhj]mgh\Z J < Fhj]mgh\Z G < K[ZeZgkbjh\Zggu_ kq_lgu_ dZjlu b bo f_klh 137 \ mijZ\e_gbb ij_^ijbylb_f Fhj]mgh\Z J < FZdZjh\Z G ? KljZl_]by b f_lh^bdb hp_gdb dZd fgh]h fh`_l 139

8

[ulv ihdZaZl_e_c hp_gdb \ bs(balanced scorecard)? Fydbr_\ X > D \hijhkm ih\ur_gby wnn_dlb\ghklb mijZ\e_gby ij_^ijbylb_f 141 Gh\bdh\Z A L A_f_evgh-hp_ghqgu_ jZ[hlu - hkgh\Z wdhghfbq_kdh]h j_]mebjh\Zgby 142 a_f_evguo hlghr_gbc

Gh\bdh\Z A L JZa\blb_ dhhi_jZpbb b bgl_]jZpbb \ :ID 143 Gh\bdh\Z B < Ijbf_g_gb_ ijbgpbiZ Zdk_e_jZpbb \ ijhba\h^kl\_ 144 FZjq_gdh : : IZ\emobgZ ? I Bggh\ZpbhggZy iheblbdZ dZd bgkljmf_gl 146 j_ZebaZpbb kljZl_]bq_kdh]h jZa\blby ij_^ijbylby IZgvrbg B < MijZ\e_gb_ ihl_gpbZehf ijhfure_ggh]h ij_^ijbylby 148 \ kh\j_f_gguo mkeh\byo IZgvrbg B < Yj_kv H ; F_oZgbaf Z^ZilZpbb kh\j_f_ggh]h ijhfure_ggh]h 149 ij_^ijbylby d \g_rg_c kj_^_ I_ljh\ K < Hkh[_gghklb nhjfbjh\Zgby mijZ\e_gq_kdbo dhfZg^ 152 I_ljh\Z X B G_h[oh^bfhklv nhjfbjh\Zgby h[jZah\Zl_evgufb mqj_`^_gbyfb 153 bggh\Zpbhgghc iheblbdb Ibqm`dbg B < H[t_dlb\gZy g_h[oh^bfhklv j_kljmdlmjbaZpbb ijhba\h^kl\Z 155 \ kh\j_f_gguo mkeh\byo IhlZih\Z ? < DZevdmebjh\Zgb_ ljZgkihjlguo aZljZl \ mkeh\byo jughqghc 157 wdhghfbdb IhlZih\Z ? < Jhev ljZgkihjlguo aZljZl \ kf_lghc klhbfhklb kljhbl_evghc 159 ijh^mdpbb

Im]bgZ E B Bggh\ZpbhggZy ^_yl_evghklv \ kh\j_f_gguo mkeh\byo 161 JZah\ : < Ij_^ijbgbfZl_evkl\h b [_ahiZkghklv _]h ^_yl_evghklb 162 Jh^bhgh\Z ? < KljmdlmjZ ebqghklgh]h ihl_gpbZeZ kh\j_f_ggh]h jZ[hlgbdZ 164 Kdm[Z J < DeZkkbnbdZpby h[t_dlh\ bgl_ee_dlmZevghc kh[kl\_gghklb ijb 166 nhjfbjh\Zgbb b mijZ\e_gbb ihjln_e_f bkdexqbl_evguo ijZ\ gZ ijhfure_gguo ij_^ijbylbyo

KmoZq_\Z B I KhpbZevgh-wdhghfbq_kdb_ ijh[e_fu h[jZah\Zgby 168 L_ke_gdh B ; Ki_pbnbdZpby ijZ\ kh[kl\_gghklb dZd ]eZ\gZy p_ev kh\j_f_ggh]h 169 wlZiZ j_nhjfu b mkeh\b_ nhjfbjh\Zgby ]jZ`^Zgkdh]h h[s_kl\Z Ljmlg_\ : I BgklblmpbhgZevguc f_oZgbaf kh\j_f_gghc wdhghfbdb 172 MkZq_\ K K Fhlb\Zpby ljm^Z dZd nZdlhj ih\ur_gby dZq_kl\Z ijh^mdpbb 174 NZ^__\Z E F :gZeba nbgZgkh\hc mklhcqb\hklb ij_^ijbylby 176 NZ^__\Z E F :gZeba ebd\b^ghklb Zdlb\h\ 177 N_^bgZ < < DhjihjZpby b h[s_kl\h \aZbfgZy khpbZevgZy hl\_lkl\_gghklv 179 N_^hkh\Z J G Ljhnbfh\Z H ; Hkgh\gu_ lj_[h\Zgby d kbkl_f_ ]hkm^Zjkl\_gguo 181 fbgbfZevguo khpbZevguo klZg^Zjlh\ Nbebfhgh\Z G F Bggh\Zpbhgghklv ij_^ijbgbfZl_evkl\Z dZd j_rZxsbc nZdlhj 182 jZa\blby j_]bhgZ QZcdh\kdbc > < IZgy]bgZ : ? H \aZbfhk\yab dhffmgbdZpbb b bgnhjfZpbb 183 Q_gph\Z ? < Ba bklhjbb jZa\blby ]hkm^Zjkl\_gghc k_f_cghc iheblbdb 185 Qbklh\ : D H jheb q_eh\_dZ b qZklghc kh[kl\_gghklb \ lh\Zjgh-^_g_`guo 188 hlghr_gbyo

RZfrbg K : GZijZ\e_gb_ b wlZiu hilbfbaZpbb gZeh]h\uo ieZl_`_c 190 ohayckl\mxs_]h km[t_dlZ R_oh\ph\Z F F Bkke_^h\Zgb_ dhjihjZlb\ghc dmevlmju nbjfu 192 Yj_kv H ; :^ZilZpbhggu_ ijh[e_fu ijhfure_gghklb gZ j_]bhgZevghf mjh\g_ 193 Yj_kv H ; IZgvrbg B < F_lh^bq_kdb_ ih^oh^u d hp_gd_ kh\hdmigh]h 196

9

wdhghfbq_kdh]h ihl_gpbZeZ ijhfure_ggh]h ij_^ijbylby Yjh\bdh\Z : < &bkl_fZ dh^bjh\Zgby klZl_c mijZ\e_gq_kdhc hlq_lghklb 198 Yklj_[h\ < : D \hijhkm h[ hkgh\Zo nhjfbjh\Zgby f_oZgbafZ mijZ\e_gbc 200

ijbjh^hihevah\Zgb_f

Lhf II

K_dpby KhpbZevgh-wdhghfbq_kdZy wnn_dlb\ghklv fZeh]h [bag_kZ ij_^ijbgbfZl_evkl\Z b fZjd_lbg]h\uo bkke_^h\Zgbc

;judbg : < >bgZfbdZ lj_[h\Zgbc ij_^ty\ey_fuo d dhjihjZlb\ghc bgnhjfZpbhgghc kbkl_f_ gZ jZaebqguo wlZiZo __ `bag_ggh]h pbdeZ ;ydh\Z ? < F_lh^bq_kdb_ hkgh\u mijZ\e_gby fZjd_lbg]h\uf ihl_gpbZehf ij_^ijbylby =Zgvrbg < B DZldh\Z ? : Kha^Zgb_ fZjd_lbg]h\hc bgnhjfZpbhgghc kbkl_fu ^ey h[jZ[hldb \g_rgbo aZdZah\ =Zgvrbg < B Dmjg_gdh\ K : ZgZeba \hafh`ghkl_c k[ulZ ijh^mdpbb H:H «Fmjhfl_ieh\haª =j_qbg > < F_lh^u b nhjfu wdhghfbq_kdhc ih^^_j`db fZeh]h ij_^ijbgbfZl_evkl\Z gZ j_]bhgZevghf mjh\g_ >_j_g B B Jhev gZmqguo bkke_^h\Zgbc \ jZajZ[hld_ fZjd_lbg]h\hc kljZl_]bb jZa\blby j_]bhgZevghc lmjbg^mkljbb >he]hiheh\Z G < Nhjfbjh\Zgb_ jhkkbckdh]h jugdZ mkem] \ kn_j_ \ukhdbo l_ogheh]bc DmeZ]bgZ E : Ijh[e_fu jZa\blby fZeh]h [bag_kZ dZd we_f_glZ l_jjblhjbZevghc khpbZevgh-wdhghfbq_kdhc kbkl_fu Ehfh\ ? I Wnn_dl ij_^ijbgbfZl_evkl\Z beb ihq_fm wdhghfbq_kdZy ^_yl_evghklv b kh\_klv g_kh\f_klgu_ ihgylby FZjq_gdh : : Khdhevkdbo K < JZa\blb_ bgklblmlZ hp_gsbdh\ \h \eZ^bfbjkdhc h[eZklb – aZeh] jhklZ bg\_klbpbc \ wdhghfbdm j_]bhgZ FZjq_gdh : : Om^ydh\Z G G fZjd_lbg]h\u_ bkke_^h\Zgby jugdZ kl_dehlZjghc ijhfure_gghklb

Fhrgh\ < : HilbfbaZpby ^heb jugdZ dZd nZdlhj h[_ki_q_gby dhgdmj_glhkihkh[ghklb ijhfure_ggh]h ij_^ijbylby GbdbrbgZ F ; Ij_h^he_gb_ l_jjblhjbZevguo jZaebqbc mijZ\e_gby i_jkhgZehf \ kn_j_ Zm^blZ Gbdhe_gdh : < F_lh^u b fh^_eb ijbgylby j_r_gbc \ fZjd_lbg]_ Gh\hk_eh\Z B : Khklhygb_ fZeh]h [bag_kZ b g_h[oh^bfhklv ]hkm^Zjkl\_gghc ih^^_j`db _]h jZa\blby Iheamgh\Z G G MijZ\e_gb_ dhgdmj_glhkihkh[ghklvx gZ hkgh\_ kha^Zgby bgnhjfZpbhggh-ZgZeblbq_kdbo kem`[ JZlgbdh\Z :e ? Mf_gvr_gb_ ^_[blhjkdhc aZ^he`_gghklb ijhfure_gguo ij_^ijbylbc - \Z`g_crbc nZdlhj jhklZ j_]bhgZevghc wdhghfbdb JZlgbdh\Z :g ? JZlgbdh\Z :e ? Ijh[e_fu j_ZebaZpbb ijZ\Z ihlj_[bl_e_c gZ bgnhjfZpbx \ km[t_dlZo Jhkkbckdhc N_^_jZpbb Jma_\bq K F F_lh^bdZ Z\lhfZlbabjh\Zggh]h jZkq_lZ ijhba\h^kl\_gguo fhsghkl_c ijb hi_jZlb\ghf mijZ\e_gbb ijhba\h^kl\hf

Jmfygp_\Z J G DhkljhfbgZ K K JZajZ[hldZ fZjd_lbg]h\hc kljZl_]bb ij_^ijbylbygZ ijbf_j_ H:H©<WFAª Jmfygp_\Z J G LZjZgh\Z X G EbqgZy ijh^Z`Z dZd nhjfZ ijyfh]h fZjd_lbg]Z gZ ijbf_j_ k[ulh\hc ^_yl_evghklb ij_^ijbylby H:H©F_e_gdh\kdbc

10