Combining Balanced Score Card Model and Yger's Fuzzy Screening for Identifying Key Indices for Performance Evaluation

Balanced Score Card model is a comprehensive system for evaluating the performance of different phenomena and entities. Application of Balanced Score Card model requires identification and development of the key indices for performance evaluation. Seeking to identify the key indices for performance evaluation, in the present study, it has been attempted to fuse Balanced Score Card model with Yger’s Fuzzy Screening. We have used this eclectic model to develop the Balanced Score Card model for evaluating brand equity of Iran Khodro. According to the results, from the viewpoint of environment 3 indices, from the viewpoint of finance 5 indices, from the viewpoint of growth and learning 7 indices, from the viewpoint of internal business processes 7 indices, and from the customer’s viewpoint 12 indices are among the key indices of Balanced Score Card model for evaluating the brand equity of Iran Khodro. The merit of this eclectic model is that experts can present, in linguistic terms, their priorities concerning the hierarchical importance of the key indices for the evaluation process. They can also agree on the indices according to their degree of importance.