Step 1:You will start by examining the current performance of American Airlines. You will:

Use a Balanced Scorecard to analyze financial, customer, operational, and people-related outcomes for the firm/unit.

If the firm/unit currently uses a BSC, comment on the type and appropriateness of metrics used to track performance.
If the firm/unit does not currently use a Balanced Scorecard to track its results, you will develop a BSC for it

Step 2:You will develop a Strategy Map for American Airlines. Its purpose is to understand better the reasons for the firm’s performance (or under-performance) in each area of the Balanced Scorecard. The key questions that must be addressed here are:

What are the drivers of performance in this firm/unit?

Where are the problems that are preventing desired levels of performance outcomes?

Start by examining American Airlines’ current performance.

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