E-mail: [e-mail]

1
???????????????? (Strategy Maps)
??.????? ???????? ????????????????????????????
(?????) ???. 01-8141460 ?????? 02-7273309 E-mail
watanap_at_nida.nida.ac.th
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???????????????????????Strategy Maps
1. ?????????????????????? Strategy Maps 2.
Strategy Maps ?????????? ?.?.?. 3. ????????????
Strategy Maps 4. ????????????????????????????????
???????????????????????? 5. ??????????????????????
????? Strategy Maps 6. ???????? Strategy Map
?????????????????????? ?.?.?. 7. ????????
Strategy Map ?????????????????????? ?.?. 8.
Strategy Map ?????????????????????? ?.?.?.
????????????? 9. ??????? ?????????? ???????
????????????
3
1. ?????????????????????? Strategy Maps
1.1 ???????????????? Strategy Maps
4
1.2 ?????????????????????? Strategy Maps
1
2
5
1.3 Strategy Maps ????????????????????????
????????? ????????????? ????????????????
????????? ????????????? ????????
??????????? ???????????? ????????????????
???????????? ??????????????????????
??????????

??????? ??????????????????????? ??????????????????
?????
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1.4 ????????????????????????????????????????????

• ???????????????????????
• ???????????????????? ( Peoples Audit )
• Lay Board
• ???????????????????????????????????

????????? ????????????? ????????

• ??????????????????????????
• ?????????????????????????????????????????????????
  ???????
• ????????????? (Performance Scorecard)
• ????????????????????????????????
• ????????????????????

??????? ??????????????????????? ??????????????????
?????

• ???????????????????????
• ??????????????????? /??????????????????????????
• ?????????????????????????????????????????????????
  ??????
• ?????????????????????????????????????? I AM
  READY

• ?????????????????????????????????????
• ??????????????????????????????
• ????????????????????????????????

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• ??????????????????????? (????????????????????????
  ??????????????????????)
• ??????????????????? (????????????????????????????
  ?????????)
• ???????????????????? ??????????????
• ?????????????????/???????????????????????????????
  ????????????????????? (Contestability)
• ????????????????????? ???????????????????????????
  ?????????????????????????????????????

????????? ????????????? ????????????????
????????????????????????? ????????????????????
???? ??????????????????? ???????????????????????
???????? ?????????????????????????? (e-
Service) call center 1111 ???????????????
(Service Link)

??????????? ????????????????????????????
???????????????????? (E-Government)
?????????????????????????????????
????????????? ?????????????????? (GFMIS)
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2. Strategy Maps ?????????? ?.?.?.
2.1 Strategy Maps ????????????????, BSC, ??? KPIs

?????????? Results 60
?????????????
??????? 1 ????????????? ??????????
?????????????????
??????????? ?????????/ ???????????
Blueprint for Change
???????????????????????
????????????????????
??????? 2 ??????????????????
?????????????? ????????????? (?????????)
??????????????
?????????? Enablers/ Drivers 40
??????? 3 ???????????
??????????????????????
??????????????????
??????? 4 ???????????
(16)
(24)
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2.2 Strategy Maps ????????????????????????????
Vision
..
Mission

Strategic Issues (???????????)
1. . 2

Strategies
Organization Level
Strategic Business Unit
Team/ Individual
Action Plan (Team Individual Scorecrad) Action Plan (Team Individual Scorecrad)

Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing) Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing)
Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing) Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing)
Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing) Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing)
Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing) Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing)
Perspectives
Strategy Map (Overall Target or 4-Year Scorecard) Strategy Map (Overall Target or 4-Year Scorecard)




Corporate Scorecard (SBU Scorecard) Corporate Scorecard (SBU Scorecard)




Strategic Implementation
Effectiveness
Measurement Target
Objective Target
Initiatives
Budget
Strategic Implementation
Measurement Target
Customer Satisfaction
Quality
Objective Target
Customer Satisfaction
Efficiency
Resource Management
Objective Target
Measurement Target
Resource Management
Learning Growth
Capacity Building
Objective Target
Measurement Target
Capacity Building
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2.3 Log Frame ?????????????????????????????? ?
(1) ??????????????????? Log Frame
(2) Organon -gt Log Frame -gt ZOPP -gt JPCM -gt Thai
Log Frame
(3) ?????????????????????????????? Log Frame
???????
(Project)
?????? (Program)
???????(Strategy)
Input
Process
Output
Outcome
Outcome
Outcome
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  ????? ??????? (Project) ??????? (Project) ??????? (Project) ??????? (Project) ?????? (Program)
???????? Input Process Output Outcome Outcome
This handout ???????? Input ??????? Process ?????? Output ??????? Outcome ??????? Outcome)
USAID - Activities Outputs Purpose Goal
DFID Inputs Activities, Processes Outputs Purpose Goal
DANIDA Inputs Activities, Processes Outputs Immediate Objective, Outcome, Effect Development Objective, Impact
SIDA Inputs Activities Outputs Immediate Objectives Sectoral Objectives
CIDA Input, Resources - Outputs Purpose, Outcome Goal, Impact
AUSAID - - Outputs Immediate Outcome Overall Outcomes, Objectives
World Bank Inputs Activities, Processes Outputs Purpose, Outcome Goal, Impacts
UNDP Inputs - Outputs Outcome Impact
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2.4 ???????????????????????????? ?
????? ???????
???????????
????? ???????
Input
Process
Outcome
Outcome
Output
Outcome
?????????????????????/???
??????? ???? ?
???????
??????
???????
???????
???????
?????????????????????/???
??????? ???? ?
??????
???????
?????????? (Result)
????????????? (Driver)
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2.5 ???????????????????????????????????????????
???????? (Input)
??????? (Activities)
?????? (Output)
??????? (Outcome)
??????? (Impact)
?. ???????????????????????? Operational
Results
?. ???????????????????????????????????????
Developmental Results

• Innovation
• Paradigm Shift
• Creative Thinking
• Intangible Assets Mgnt
• Human Capital Devt
• Information Capital Devt
• Organization Capital Devt
• etc.

• Maintenance
• QC Circle
• Project Management
• Logical Framework
• HRD
• Leadership Skill
• Teamwork Skill
• etc.

• KAIZEN
• Lean Enterprise
• ISO 9000
• TQM
• BPR
• Six Sigma
• etc.

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2.6 ???????????????????????????????????????
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2.7 Log Frame ?????????????????? Strategy Maps
????????
?????? ??????????????????????????????????? ????
?????????????? ??????????????????????????????????
????? ????????????????????????????????????????????
??????????? ??????????? ????????????????
????????????????????????????????? (1)
??????????????????????? (2)
???????????????????????? (3)
??????????????????????????? (4)
????????????????????????
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???????????????? Narative Summary NS
??????????????????? Objectively Verifiable
Indicator OVIs or KPIs
???????????/ ????????? Means of Verification
MOV or Monitoring/ Evaluation
??????????????????????? Important Assumption
IAs or CSFs
Program Goal ????????????????????????????
???????????????????????????????? ????????????????
?????????????????
KPIs ?????????????????? 1. ?????? 80
????????????? ????????????????????????????? ??????
????? 2. ?????? 90 ????????????
???????????????????
????????????????????????????? ??? Monitoring and
Evaluation ??????????????????????
CSFs ????????????????????? 1.?????????? ? ??? 1
?????? ?????? 2.???????????????????????????? ?????
???????????????????
Project Purpose ??????????????????
??????????? ???????????????????????????? ?????
KPIs ??????????????????? 1. ?????? 85
?????????????? ??????????????????????????? ???????
? 2. ?????? 80 ?????????????? ???????????????????
????
????????????????????????????? ??? Monitoring
and Evaluation ??????????????????????
CSFs ????????????????????? 1.?????????????????????
?? ??????????? ? ??? 3 ??????? 2.
????????????????????????? ????????????
Outputs ??????????????????????????? ?????????????
2548-2550
KPIs ????????????? 2548 ?????????????? 150
?? 2549 ?????????????? 120 ?? 2550 ??????????????
60 ??
????????????????????????????? ??? Monitoring and
Evaluation ?????????????????
CSFs ?????????????????????? ??????????????????????
????????? ?????????
Inputs and Activities 1. ??????? 2. ???????? 3.
??????? 3.1 ??????????????????????????
KPIs ????????/?????????????? 1. ??????? 3 ??/
???????? 2. ???????? 1.56 ??????? 3.
?????????????? 10 ????????
???????????????????????????????? Monitoring and
Evaluation 1. ?????????????????????????? 2.
?????????????????????????? 3. ????????????????????
??????????? ??????
CSFs ????????????????????? 1. ????????????????????
?? ??? ???? 2. ????????????????????????? ?????????
?????????? 3. ??????????????????
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2.7 ??????? Log Frame ???????????????????? (Transl
ating Log Frame into Action Plan Table)
???????????????????????????????????????????
?????? ??????????????????????????????????????????
? ????????????????????? ?????????????????????????
????????????????? ???????????????????????????
????????????????????????????????? ???/ ???????
???????????????? ??????????????????? (1)
??????????????????????? (2) ???????
????????????????? (3) ???????????????????????????
(4) ??????? ???????????????????? ????????????
??????? ????????????????????????????????????????
???? ????????????????????????????????????????????
??????????????????????? ?????????? ????????
??????????????????????????????????????????????????
???????????????
???????????? ??????? ??????
???? ?????????? ????????? ????????
?????? ????
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????????????/ ??????? ????? ??? ??? ???? ?????????????????? ?????????????????? ?????????????????? ?????????????????? ?????? (Output) ????????? (KPIs) ??????? (Project Outcome) ????????? (KPIs) ??????? (Program Outcome) ?????????(KPIs) ???????? ?????????? (CSFs)
????????????/ ??????? ????? ??? ??? ???? ??????????????? ??????????????? ??????????????? ??????????????? ?????? (Output) ????????? (KPIs) ??????? (Project Outcome) ????????? (KPIs) ??????? (Program Outcome) ?????????(KPIs) ???????? ?????????? (CSFs)
????????????/ ??????? ????? ??? ??? ???? ???????? (???????) ???????? (???????) ???????? (???????) ???????? (???????) ?????? (Output) ????????? (KPIs) ??????? (Project Outcome) ????????? (KPIs) ??????? (Program Outcome) ?????????(KPIs) ???????? ?????????? (CSFs)
????????????/ ??????? ????? ??? ??? ???? 2548 2549 2550 ?? ?????? (Output) ????????? (KPIs) ??????? (Project Outcome) ????????? (KPIs) ??????? (Program Outcome) ?????????(KPIs) ???????? ?????????? (CSFs)
???????????? ?????????????????????????????????? ????????????????????????????? ????????????????????????????? ??????? 1. ??????????????????????????? 2. ????????????????????? 3. ??????????????????????? ?????????????? 4. ??????????????????????????? ????????????? 5. ???????????????????????????? 6. ???????????? MINI MBA 7. ???????????? IT????????? 8. ??????????????????????????????????????? 9. ???????????????????????? ??????? 10. ????????????????????? ???? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? 30 (0.12) 30 (0.12) 30 (0.12) 30 (0.12) 30 (0.12) 30 (0.15) 30 (0.15) 30 (0.15) 30 (0.15) 30 (0.18) 30 (0.18) 30 (0.18) 3 3 3 3 3 3 3 3 3 3 ?????? (Output) ????????? ??????? ???????????????? 48-50 ????????? (KPIs) ?? 2548 ????? 150 ?? ?? 2549 ????? 120 ?? ?? 2550 ????? 60 ?? ??????? (Outcome) ??????????????? ?????????????????????????? ??????????????? ????????? ????????? (KPIs) 1. ?????? 85 ????????????? ????????????? ?????????? ??????????????? ???? 2. ?????? 80 ?????????????? ???????? ????????????? ??????? (Outcome) ???????????????????????????????????????????????????????????????????????????????????????????? ????????? (KPIs) 1. ?????? 80 ??????????????????????????????????????????????????? 2. ?????? 90 ??????????????? ???????? ???????? CSFs ????? ??????? 1. ????????? ??????? ???????????? ???????????? CSFs ????? ?????? 1. ???????? ???????????? ?????????? ???? 2. ?????? ???????????????????????? ???????
???????? ?? 150 (0.60) 120 (0.60) 60 (0.36) 3 ?????? (Output) ????????? ??????? ???????????????? 48-50 ????????? (KPIs) ?? 2548 ????? 150 ?? ?? 2549 ????? 120 ?? ?? 2550 ????? 60 ?? ??????? (Outcome) ??????????????? ?????????????????????????? ??????????????? ????????? ????????? (KPIs) 1. ?????? 85 ????????????? ????????????? ?????????? ??????????????? ???? 2. ?????? 80 ?????????????? ???????? ????????????? ??????? (Outcome) ???????????????????????????????????????????????????????????????????????????????????????????? ????????? (KPIs) 1. ?????? 80 ??????????????????????????????????????????????????? 2. ?????? 90 ??????????????? ???????? ???????? CSFs ????? ??????? 1. ????????? ??????? ???????????? ???????????? CSFs ????? ?????? 1. ???????? ???????????? ?????????? ???? 2. ?????? ???????????????????????? ???????
???????? ?? 330 (1.56) 330 (1.56) 330 (1.56) 330 (1.56) ?????? (Output) ????????? ??????? ???????????????? 48-50 ????????? (KPIs) ?? 2548 ????? 150 ?? ?? 2549 ????? 120 ?? ?? 2550 ????? 60 ?? ??????? (Outcome) ??????????????? ?????????????????????????? ??????????????? ????????? ????????? (KPIs) 1. ?????? 85 ????????????? ????????????? ?????????? ??????????????? ???? 2. ?????? 80 ?????????????? ???????? ????????????? ??????? (Outcome) ???????????????????????????????????????????????????????????????????????????????????????????? ????????? (KPIs) 1. ?????? 80 ??????????????????????????????????????????????????? 2. ?????? 90 ??????????????? ???????? ???????? CSFs ????? ??????? 1. ????????? ??????? ???????????? ???????????? CSFs ????? ?????? 1. ???????? ???????????? ?????????? ???? 2. ?????? ???????????????????????? ???????
19
????????
3. ???????????? Strategy Maps
???? ?????? ?????????????? 4-8 ?? ????????
????????????????? ????? 4-8 ??????????
?????????? Vision (4-8 Years Target)
??????? Mission
??????????????? ????????????????????????
?? 4 ??????????
????????????????? (Strategic Issues)
??????????????????? ???????????????? 4
?? ????????
??????????? (Overall Strategy Outcome)
???? BSC ???????????
??????????????????????????????????????????????? ???????????????????????????????????????????????

Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing) Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing)
Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing) Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing)
Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing) Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing)
Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing) Project/ Routine Works Management (Target, KPIs (Quality, Quantity, Timing)
????????????????????????????? ?????????????????????????????




???????????????????? ????????????????????




Strategic Implementation
Effectiveness
Measurement Target
Objective Target
Initiatives
Budget
Strategic Implementation
Measurement Target
Customer Satisfaction
Quality
Objective Target
Customer Satisfaction
Efficiency
Resource Management
Objective Target
Measurement Target
Resource Management
Learning Growth
Capacity Building
Objective Target
Measurement Target
Capacity Building
Strategies
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4. ??????????????????????????????????????????????
??????????
??????????/ ??????? ??????? ?????????? ??????????? ??????? ???????
1. 1. 1.1 1.2 1.3 ... 1.1.1 1.1.2
2. 2.1 2.2 2.3 ... 2.1.1 2.1.2
3. 3.1 3.2 3.3 ... 3.1.1 3.1.2
???? BSC ???? ???????
Effectiveness
Strategic Implem-entation
1 ???????????????????????????????? 4-8 ??
Quality
Customer Satisfaction
2 ????? ??????????
???????????????????????? ?? 4
??????????
Efficiency
Resource Manage-ment
3 ??????????????????????????????????? 4
??????????
Learning Growth
Capacity Building
Cross-sectional BSC
1
2
3
4
5
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5. ??????????????????????????? Strategy Maps
????????
??????????????????????? ???????????????
??????????????????????
?????????????????????????? ???????????????????????
??
?????????????????????????? ????????????????????
?????????????????????????? ??????????????????????
?????????
??????????
????????????????????????/???????
?????????????????????? ?????????????????
????????????????????? ??????????????? ??????????
?????????????????????????????????????
??????
?????????????????
????????????????? ????????????????????????
???????????????? ???????????????????????
???????????????
????????????????? ??????? ?????????????
???????????????????? ?????????????? ??????????
???????????
?????????????????????? ????????????????????????
??????????????????????? ??????????
(????????? ???????????????????????)
???./??????? ??????? ????????????????????
???????????????????????? ???????????????? ????????
???
????????????????? ??????????
???????????
22
???????? Strategy Map ???????????????????????????
????????????????????
?????????????????????? (??????? ??????)
?????????????????????????????
???????????????????????? (??????? ??????)
??????????????????????????????
??????????
??????????????????????????????????????????
?????????? ????????????? ?????????????????????????
?????
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?????? ????????????????
??????? ??????????
??????
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????????????? ????????? ????????????????
??????????????? ?????????????
???????????
????????? ??????? ??????? ??????????
????????? ???????? ??????????
Logistic Distribution Center
?????????? ???????????? ??????????????
???????? ????????
???????? ????????
??????? ??????? ???????
???????????
23
???????? Strategy Map ???????????????????????????
???????????
????????????????????????????
??????????????????????????????????????? ???????
??????????
???????????????????????????????????????? ??????
?????????-???????????? ???????????????????????????
????????
?????????????????????????
??????
??????????????????????-?????? ??????????
???????????????? ????? ???????
????????? ??????? ????????????????
???????????????????? ?????????????????????? ??????
??????????????????
??????????????????? ????????????????? ????????????
????
???????????????? ??????-?????? ??????? ???????????
????????
???????????
????????? ?????????????? ??????????
????????? ???????? ??????????
???./????????? ??????? ??????? ????????????? ?????
?-????????????????
??????????? ?????????? ?????????
Logistic Distribution Center
???????????
24
6. ???????? Strategy Map ??????????????????????
?.?.?.
??????? 1 ????????????????????
??????? 2 ??????????????????????????????
??????? 3 ??????????????????
??????? 4 ??????????????
25
7. ???????? Strategy Map ??????????????????????
?.?.
26
8. Strategy Map ?????????????????????? ?.?.?.
?????????????
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9.