Construindo uma estratégia: o Balanced Scorecard (BSC) como ferramenta estratégica em um curso de idiomas da cidade de Feira de Santana-BA

Abstract

The main purpose of this paper is to understand and analyze the reality of the process of formulating a strategy using the Balanced Scorecard-BSC in a Language Course from Feira de Santana (BA). Bibliographic research, theoretical basement and a local survey where used as methodological procedure. As a result, the use of BSC strategy allowed the articulation and it was found that the BSC also assisted in aligning the steps group, the specific charge and the organizational initiatives, since when the map and the frames generated mental visualization which was essential for the development of their strategic trajectory. The conclusion was that the BSC can be applied in small organizations based on similar terms to those used without major organizations supporting and enabling the formulation of strategy.