The purpose of the presented article is to discuss the idea of Balanced Scorecard as a key
factor to improve competitive advantage. The Balanced Scorecard creates a measurement system
used to monitor and create strategy. The article describes the essence, characteristics and basic
advantages of Balanced Scorecard in The City Town Hall in Innsbruck. It combines the mission
and company’s strategy with the aims and measures related to four different perspectives:
financial, customer, internal business process, learning and growth.