글로벌 IT서비스 기업의 성과측정 모델 도입을 통한 마케팅팀 역량 강화에 관한 연구 = 마이크로소프트社 사례를 중심으로

다국어 초록 (Multilingual Abstract)

Today marketing has managed more creative works with less pressure to generate quantitative results. Also It is not only functional division but the center of business management between market and the firm itself. In this case study of Microsoft, it shows to consider the background of introducing the business scorecard model with the IT service company``s situation such as leadership change, product competitiveness, and financial situation. The case introduced the Microsoft``s balanced scorecard model is more systematic process to reduce the dependency on few executives as a powerful and simple tool in managing the business as a global IT service company. Hence, the study reviews the aspects of the operation models including target setting, cluster benchmark model, training and communication, review process, and empowerment for marketing division of IT service company.