Representing a Methodology for Refinement of Strategic Objectives in Strategy Map Establishment: Combining Quality Function Deployment and Fuzzy Screening

Strategy maps represent the way of value creation in each organization. Nowadays, Implementation of strategy is the main concern of all organizations. Strategy map establishment is the starting point of strategy implementation. Since emergence of strategy map, there are some shortcomings in its methodology that frequently quoted by many of researchers. One of these short coming is the shortage of a mechanism for refinement of objectives which are candidate for entrance into map. Organizations in practice have obsession and avidity to determine more number of objectives in strategy map. The study represented a step by step approach to obviate this problem using quality function deployment (QFD) as a helpful tool and fuzzy screening method. Finally, suggested approach was applied in a practical case and conclusions were explained.