Applicability of the Balanced Scorecard to Assess Performance of Al-Aqsa Media Network Institution in Gaza Strip

Abstract

This study aimed at identifying the extent of applying the Balanced Scorecard to assess performance of Al-Aqsa Media Network Institution (AMNI). The study used primary and secondary data to achieve objectives of the study. A questionnaire was distributed to a sample of (65) employees. The study used the descriptive analysis to prove the study hypotheses and to reach the results. The study found that the application drivers of Balanced Scorecard dimensions to assess performance of the AMNI are available with a high degree, since the median was 72.3%. This is a clear sign that there is a great potential for applying this methodology at AMNI, and the application drivers of this methodology are available and varies with simple percentages. The results showed that the application drivers of the social dimension is available with a percentage of 78.6%, the clients dimension of 75.8%, the financial dimension of 70.01%, the internal operations dimension of 68.4%, the development and learning dimension of 66.9%. Therefore, the social dimension comes first then followed by the clients dimension and the financial one successively. The study recommended that the AMNI management should seek supporting the adoption and application of the Balanced Scorecard as a comprehensive system of strategic management, with the creation of required conditions to activate its application in the AMNI.

Keywords: Balanced Scorecard, AMNI

JEL Classification: M40, M41