Many Companies Do Not Identify and Act on the Correct

Many companies do not identify and act on the correct non-financial measures. One mistake the companies make is _______ that involves measuring complex phenomenon with one or two simple measures or using quantitative metrics to capture qualitative results for factors such as leadership.

A) Not linking measures to strategy
B) Not validating the links
C) Not setting the right performance targets
D) Measuring incorrectly
E) Not creating a balanced scorecard