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Fuzzy Systems, Strategy Maps, Balanced Scorecard


More than 50% of the Brazilian companies do not survive to its second year due to the lack of a proper business strategy plan. The Balanced Scorecard(BSC) methodology was proposed to help companies create simple strategy plans that can be explained to all employees within all company levels. The core of this methodology is the strategy map that shows a collection of strategic objectives that a company needs to achieve to reach its mission. Small and medium companies find it difficult to create their own strategies without the help of a management consultant, which is not always affordable. We proposed the Mistral Solutions, a system that helps managers to build strategy maps according to the BSC methodology. To easy the numeric knowledge acquisition process, a manager can answer a question using a verbal anchor scale instead of a number. This system is based on fuzzy logic. Fuzzy rules are instantiated from the answers given and indicate the most adequate strategic objectives. This paper presents three study cases based on the use of the Mistral Solutions. The Regional Labor Court of the 10a Region, a company in the civil construction industry, and a Real Estate Registry Office are focused as case of study. The strategy maps proposed by Mistral Solutions were empirically validated by a BSC specialist and by managers in charge of strategic planning of these institutions. These institutions represent the public sector, the private sector, and a public concession. Mistral Solutions selected the eight more appropriate strategic objectives from a set of forty five, two for each classic BSC perspectives. In the empirical evaluation, the system performed better when applied to private sector institutions when all the eight strategic objectives were considered adequate by the manager in charge of strategic planning of this institution.


This paper is in Portuguese (Uso de âncoras verbais em sistema fuzzy para facilitar a criação de mapas estratégicos iniciais: um estudo de caso)