... 19international expansion 96regulation 26average cost pricing 188awareness raising 60Bbalanced scorecard 11, 42 –5Banco Bilbao Vizcaya Argentaria(BBVA) 159Bank of America 149 Barbour, Julian ... of Paradox).2 Semler, R., Maverick!, Arrow, 19 94. 3 Kaplan, R. and Norton, D., The Balanced Scorecard: Translating Strategy into Action, Harvard Business School Press, 1996. 4 Marchand, D .A. , ... 35advertising 1 94 Dell Computers 196internet 147 –8market entry 190, 191aggregated data 144 Air France 39 41 , 62, 1 34, 225alliances 1 94 5Allied Irish Bank 37amazon.com 142 anchoring trap...