Balanced Scorecard BAA Heathrow

Modular Learning Objectives
In Module 2, first you will take a look at the four quadrants of the standard format for the Balanced
Scorecard, and then you will compare this with an actual application of a present day scorecard. The
hope is that you will learn that this is not a rigid, unbending tool but rather, the tool itself is quite flexible
and can be applied to many applications in the private and public sectors.

Secondly, you will have an opportunity to apply the BSC in your organization to provide a hands­on
opportunity to consider the customer perspective and how organizations consider the customer in
planning and evaluating their efforts. More specifically, you are going to see how organizations try to
examine themselves from a customer's perspective, relative to how those organizations would like to be
seen by them. And you will see that the relationship between how these organizations are seen and how
they would like to be seen can improve the allocation of resources so that these organizations can move
away from how they are seen toward how they would like to be seen. The graphic highlights where these
questions fit into the whole model.

This assignment:
In the last module we looked at the Balanced
Scorecard and how it is implemented from more
of a purist’s approach and just touched on the flexibility of the tool. In this module, we are
going to look at the BSC from more of an adaptive approach. That is to say, how
adaptable is this tool given the wide variety of organizations out there in the world. required readings and to read the following case study:

In this assignment you are asked to study the

Basu, R., Little, C., Millard, C., (2009). Case Study: A fresh approach of the Balanced Scorecard in the
Heathrow Terminal 5 project. Measuring Business Excellence. 13(4). 22­33. Retrieved from:
http://www.perf­ex.co.uk/wp­content/uploads/2012/04/T5­case­study­MBE­papaer.pdf
After reading this article, write an essay in which you compare and contrast the balanced scorecard
utilized by the British Airport Authority (BAA) at Heathrow Airport’s Terminal 5 project with the standard
quadrants typically applied in a traditional BSC approach (financial focus, Internal focus, Learning and
Growth focus, and Customer focus). That is to say, the Terminal 5 project was a large, public construction
project using private contractors. Yet, the BSC approach is also applied to the manufacturing sector,
health care sector, and is applied in both private and public organizations. So you'll want to consider how
the T5 project adapted the BSC approach to fit the prevailing circumstances to help formulate your
arguments.
In formulating your essay you need to discuss to what degree the evidence suggests the balanced
scorecard approach is amenable to most organizations.

Introduction: In this part of your essay you will need to introduce your topic and provide a very brief
overview of the key points you plan to make in your paper.
Analysis: In this section you will present the actual comparison and contrast between BAA’s approach to  the Balanced Scorecard and more traditional approaches.
Conclusion: Wrap up your argument with a clear and cogent synopsis of your findings. Do your best to
convince your reader (aka, your professor) as to your position.
Additional Instructions: Your essay should be 3 to 4 pages in length (not counting your title page or
references). You must include a title page and a list references. APA formatting is preferred.