The Delignes Case Study. Philippe DOBLER. Carla MENDOZA. Paris : CCMP, 2003.
DELIGNES is a major telephone equipment company with a network of 40 agencies throughout France. The case study has 3 parts. In the first part, students have to elaborate a 'tableau de bord' (or balanced scorecard) for agency managers. The objective is to provide each agency director with a whole set of indicators that will enable him to pilot the business. The company is presented and several extracts of interviews conducted with a number of agency managers are provided. In order to create the balanced scorecard, students have to clarify an agency manager's objectives, to identify his key action variables and to choose the most relevant set of indicators. In the second part of the case study, students are asked to create a balanced scorecard for the agency's technical director and for the agency's head of sales. Here again, extracts of interviews are provided. In the third part, a strategic analysis is presented : threats and opportunities, strengths and weaknesses, strategic objectives. Starting from this analysis, participants are asked to create the balanced scorecard for the Head of Purchasing. They also have to examine how this balanced scorecard compares with the CEO's.
This case study should allow students to :
- Know how to create a tableau de bord.
- Deal with the issue of the interconnection between different balanced scorecards.
- Understand how balanced scorecards can be used to deploy a company's strategy.