MJERENJE ODRŽIVOSTI U POSLOVANJU PREDUZEĆA POMOĆU BALANCED SCORECARD-A / MEASURING SUSTAINABILITY IN BUSINESS OPERATIONS OF ENTERPRISES BY BALANCED SCORECARD

Abstract

The key changes in the environment and business operationsof enterprises that have taken place in recent decades have led to the development of many modern systems to measure the performance of business operations. In modern conditions competitive success of the company depends primarily on its ability to engage and effectivelyuseits intangible resources, from the ability to quickly adapt to constantly changing environmental conditions and that before others recognize and satisfy the constantly changing needs and demands of consumers and society takinginto consideration social and environmental issues. Definitely one of the most successful modern systems for measurement of an enterprise is the Balanced Scorecard model. Balanced Scorecard model has enough resources to respond to the needsof sustainable business. Model measures performance starting from the four basic perspectives: financial, customer, internal and organizational. This model hasenriched the system of measuring performance in a way that, beside the traditional measures, appear and measures of performance classified into perspective of consumers, internal business processes and innovation and learning perspective. Balanced Scorecard helps organizations to overcome the three main issues: an effective measurement of organizational performance, increasing intangible assets and challenges of implementing the strategy.