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Balance scorecard was created in the\ud1990’s and it represents one of the most significant\udmanagement ideas with the possibility of application\udin private, public and non-profit sector. It was created\udin need to respond to demands of intangible assets\udmeasurements which participate with more than a\udhalf of many great companies’ value in last decades.\udBalance scorecard ensures insight into business\udpossibilities and fulfillment of strategic goals from\udfour perspectives: financial, marketing, internal and\udperspective of learning and growth. Balance\udscorecard measures and monitors human, information\udand organizational capital of a company with the aim\udof establishing to what extent this elements of\udintangible assets contribute to company’s strategy\udrealization. Standpoint for creation of this concept\udwas an evident gap between corporate top strategy\udand understanding that strategy at lower levels of\udmanagement and levels of translating strategies into\udactual business activities

Financial and marketing perspective of a company according to the concept of strategic Balance Scorecard