The Introduction of an Appraisal System’s Performance based on a Strategic Map (Case Study: Hamshahri newspaper)

Document Type : Research Paper


1 Prof. Science and Research Branch, Islamic Azad University, Tehran, Iran

2 Assistant Prof., Science and Research Branch, Islamic Azad University, Tehran, Iran

3 Assistant Prof of Iranian Research Institute for Information Science and Technology (Irandoc), Tehran, Iran.

4 Ph.D. Student of Media Management Department, Science and Research Branch, Islamic Azad University, Tehran, Iran


Organizations’ success depends on planning. Today, this task is
carried out through a multi-stage process such as defining outlook, devising
strategies, implementation, performance evaluation, and data analysis and
planning for improvement. On one hand, defining and devising goals, and on
the other hand, implementation and performance evaluation have become the
main challenges of top managements. For the broadness of such
organizations as Hamshahri newspaper, decreases the flexibility of managers
and makes the consequences of management’s mistakes, heavy and
irremediable. Based on this, by using balanced models such as Balanced
Scorecard (BSC), organizations pursue strategies’ implementation in
different aspects and manage their strategic performance. In doing so, precise
determination of strategies and general goals in further promoting them
throughout an organization is necessary, which could be realized in BSC by
developing a strategy map. Therefore, in this study, using the strategy map as
a basis for performance evaluation, a non-linear and fuzzy algorithm is
defined which was able to design a fully balanced system for performance
evaluation in line with Hamshahri newspaper’s goals. The results showed
that the designed system outputs are more tangible for the organization’s
personnel and the results are accepted by the Hamshari newspaper’s