Reestructura del balanced scorecard de una empresa inmobiliaria en Guayas utilizando el enfoque estratégico

Abstract

CONDITION FOR PUBLICATION OF PROJECT. main objective of this project to propose the redesign of the Balanced Scorecard (BSC) of a real estate company in the province of Guayas, integrating the Power BI software as a technological support tool. The proposal arises from the need to overcome the limitations of the current Excel-based system, which has deficiencies in the standardization of processes, traceability of key indicators and agility in strategic decision-making. The methodology used was applied, with a mixed qualitative-quantitative approach. Semi-structured interviews, surveys of the plaza administrators, SWOT analysis, redefinition of strategic objectives under the SMART approach and the elaboration of an interactive prototype in Power BI were carried out. This process made it possible to detect weaknesses in the previous model, such as the lack of alignment between KPIs and organizational objectives, the absence of a shared vision, and the difficulty in monitoring performance in real time. As a result, an updated BSC was developed, supported by a dashboard that facilitates the dynamic visualization of indicators by perspective. It is concluded that the integration of the strategic approach with Power BI constitutes a viable and replicable solution for the real estate sector. Keywords: Key performance indicators, Power BI, Digital Transformation, Strategic management.