Integration of the balanced scorecard and the method of reverse calculation as an analytical tool for company effectiveness management

The article is devoted to improving the effectiveness of company's performance management through the development of methodologies of analytical support of managerial activity. The authors of the article have analyzed existing approaches to the creating of measurement systems and chosen balanced scorecard as the basic model. The balanced scorecard can be considered as the most influential conceptual direction of modern strategic management, which helps the companies not only to survive on the modern market but also to achieve the required level of competitiveness. The system has some advantages and limitations, the most important of which is the lack of tools to convert the company's overall strategy into operational objectives with the subsequent development of management actions. The main objective of the article is to promote the idea of integration of balanced scorecard and the method of reverse calculations. Their combined use allows not only to define the strategic objectives of the company but also to offer a quantitative-based, realistic ways to achieve them. Combining approaches found expression in the authors' method. The direct course of method resides in the calculation of the indicators value on a balanced scorecard, and the reverse course consists in the execution of reverse calculations. The method of reverse calculations is illustrated by calculations of related financial and non-financial indicators (profitability of spending and the competence level of staff), included in the balanced scorecard of JSC “NPO Flame”. The direction of further study development is determined as the union of an integrated approach with the methods of multi-criteria optimization. Also, the authors plan to realize the idea as a whole in the form of a software product.