دور بطاقة الأداء المتوازن في تحقيق الميزة التنافسية

الملخص EN

The problem of study is stemmed from the shortcoming of performance evaluations methods and the traditional control has become irrelevant to face changes in modern business environment despite the emergence of balanced performance card measures which use financial and non-financial measures.

However, the Sudanese business organizations face the problem of activating dimensions of balanced performance card for achieving competitive advantage.

The study attempted to answer the following questions: What is the role of balanced performance card in achieving competitive advantage in insurance sector in Sudan? How far the balanced performance card is applied in terms of different dimensions such as financial dimension, internal operations dimension, customers dimension and growth and learning dimension in insurance companies working in Sudan? The study aimed to explain the dimension effect of balanced performance card on achieving large market share for insurance companies working in Sudan and provide solutions and suggestions to assist the insurance companies to taking the resolution of applying the system of balanced performance card.

The analytical descriptive method was used and the study sample is constituted of (212) questionnaires and they were analyzed by SPSS and other statistical methods.

The findings showed a group of firm relations between the financial dimension and large market share and there is a statistical positive relationship between customers dimension and competitive advantage.

The study recommended that it is necessary for the Sudanese insurance companies to adopt application of the concept of balanced performance card with different dimensions which is considered as one of the modern concepts that helps to achieve competitive advantage.

For the companies to create the competitive advantage in insurance market, it is necessary to focus on the four balanced performance card (financial dimension, customer dimension, international operations dimension and growth and learning dimension).

The study provided various related suggestions and recommended future researches.