step-by-step Methodology for developing strategy maps: a hybrid approach using quality function deployment, fuzzy screening and fuzzy cognitive maps

Document Type : Research Paper


1 Ph.D. in management, Faculty Of Management And Economics, Tarbiat Modares University, Tehran, Iran

2 Assistant Prof., Faculty Of Management And Economics, Tarbiat Modares University, Tehran, Iran

3 3. Prof., Faculty Of Management And Economics, Tarbiat Modares University, Tehran, Iran


Nowadays Balanced scorecard has a critical role in implementing strategies for many organizations. Strategy map as the 3rd generation of BSC by inverting mission and vision into strategic objectives is the linkage between formulating and implementing strategies. However, the methodology of developing strategy maps has many ambiguities. This study with inspiring by other authors and exploring literatures representing an improved methodology to resolve three identified short comings or improvement potential. Using QFD and fuzzy screening, fuzzy cognitive maps and considering fuzzy environment a step-by-step methodology represented to considering strategic objective refinement, causal effects modelling and human subjectivities. Finally the methodology has applied in a practical case.


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