A Cognos White Paper

www.cognos.com

Abstract
Companies juggle a variety of priorities: driving innovation, launching products, improving quality, creating value for customers, developing new markets, managing human capital, and ultimately, increasing shareholder value. These priorities make up the basic elements of any company’s strategy. Executives and managers must determine the value each one creates for their particular situation, their relative importance, and the interaction among the processes that drive them. Once these have been determined, executives can integrate these elements into a strategic plan and communicate the plan throughout the rest of the organization.

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