“…Most organizations rely exclusively on financial performance measures to assess organizational performance (Neely, 1999;Hoque & James, 2000). Critics have argued that these measures are excessively profit-based (Brander Brown & McDonnell, 1995), short-term (Denton & White, 2000), unbalanced (Harris & Mongiello, 2001), unsatisfactory for businesses seeking a competitive advantage (Phillips, 1999;Evans, 2005), past oriented (Atkinson & Brander-Brown, 2001), little market oriented (Phillips & Louvieris, 2005), inadequate for strategic decisions (Kaplan & Norton, 1992), unable to measure value created, unable to measure intangible assets (Norreklit, 2000;Giannetti, Marelli & Vitali, 2002) and nonholistic (Phillips, 1999) and therefore, over reliance on them is no longer appropriate for today's managers.…”