Aplication of the balanced scorecard - Not only the growth of company value for its owners

Economic situation that can be characterized by progressing globalization and emerging crisis threats is related to the increase of intensity and scale as well as forms of competing. Achieving and maintaining competitive edge means for the company and other organizations the necessity to develop, improve and implement innovative management systems. Goodwill management guides the company to the growth of economic effectiveness as a result of growth of its value. Achieving economic value added is currently related to treating the company as an efficient system of sustainable areas (perspectives) of its functioning. In case of a company (business organization), goodwill management can be understood as a management system (strategic and operational), that provides relatively permanent and long-term increase of its value, measured mostly by the increase of economic profit and assets. The purpose of the paper is to present the model of the company value increase using the Balanced Scorecard (BSC). Factors and conditions of the company goodwill increase are the subject of the paper. Among the main sources and factors of the company goodwill increase, there are both possessing and using proper resources as well as application of modern concepts, methods and instruments of management. Except the "classical" instruments, the following elements are distinguished: various forms of cooperation (strategic alliances, merges and takeovers, clusters), innovation management, utilization of global resources, execution of strategic initiatives through the projects management. The empirical part, the application of BSC is presented to construct the company goodwill value for its owners and wider group of stakeholders. The presented BSC application applies to power company.