Hybrid Approach of DEA and Game Theory in Order to Rank the Effectiveness of BSC Indicators in Efficiency Evaluation of Organization (The Case: Media Industry)

Data Envelopment Analysis and Balanced Scorecard, are two common tools that have been used by many researchers for performance evaluation. But none of them investigate effectiveness of BSC indicators in efficiency evaluation. Due to complexity of mission and evaluation criteria for operating organizations in media industry, they want to know suitable indicators for effectiveness evaluation, also the role and importance of these indicators in organization efficiency. With responding to these questions, organizations can allocating resources and take decisions according to the importance of determined criteria. In this paper we purpose a novel and hybrid model of DEA and cooperative game theory to rank the effectiveness of BSC indicators in efficiency evaluation for iran media industry. Results show that (profitability ratio, size of audience, human resource satisfaction rate, accuracy in production, velocity of propagation and satisfied audience percentage) are respectively most important indicators. Therefore, with considering importance of criteria and resources constraints managers can take better decisions