Background and Objective:
Given the global economy’s shift towards knowledge, innovation, and creativity, creative industries have gained importance as one of the important sectors of the modern economy. However, traditional performance assessment tools are not sufficient for these industries, because value creation in them depends more than anything on intangible factors such as creativity, innovation, interaction with the audience, intellectual capital, and cultural capital. Therefore, the aim of this research is to design and localize a performance assessment model for creative industries employees based on a balanced scorecard.
Methodology:
This research is applied in terms of purpose and exploratory-developmental in nature. Data were collected qualitatively through in-depth interviews. Also, the time horizon of the research was cross-sectional. To ensure the validity and reliability of qualitative data, four criteria of trustworthiness, confirmability, transferability, and Lincoln and Guba’s validity were used.
Findings:
The research findings show that performance evaluation within the balanced scorecard framework should be based on four main dimensions: financial, customer, internal processes, and learning and growth. In the financial dimension, indicators such as revenue growth, cost optimization, and financial performance evaluation are considered. In the customer dimension, new customer acquisition, customer loyalty and interaction, and customer analysis are important. In the internal processes dimension, improving advertising processes, improving services and quality, and optimizing internal operations are considered. Also, in the learning and growth dimension, improving organizational skills and knowledge, innovation and process improvement, and strengthening organizational culture are recognized as key components.