Please review: Gumbus, Andra & Lussier, Robert N. (2006, July). Entrepreneurs use a balanced scorecard to translate strategy into performance measures. Journal of Small Business Management, 44 (3) 407-426 - you can find this article in Proquest. The Balanced Scorecard efforts of three small businesses are discussed. Read the article and then prepare a 3-4 page paper discussing initial work with the procedure. In the course of your paper, please try to address, among other things you may wish to say, the following issues: • Introduction: On what specific consumer perspectives did each company focus and what measures did each company use to ascertain how well it was meeting the goals implied by those specific perspectives? • Analysis: In your opinion, are these measures truly "customer-centric" as described in the background reading by Barber? Why or why not? Defend your position. Use the readings done so far to decide whether the improved performance was due to viewing the company from the perspective of their potential, prospective, or present customers. • Conclusion: From the companies'' point of view, do you think their efforts to evaluate the business from the customer''s perspective was the KEY contributor to improved performance? If so, defend your position. Or was another perspective more important? If so, which one was the KEY contributor? Defend your position. • Evaluation: Identify at least one measure you would have included that they omitted. In other words, how could you have improved on their approach? Rather than lining up these questions and answering them in turn (as if you are taking an exam that requires short answers to several questions), I’d like you to use the questions to create an integrated essay that analyzes these companies'' experiences with the Balanced Scorecard. Be sure to incorporate knowledge you have gained from the background readings and previous coursework, especially MKT 301