Fuzzy cognitive maps (FCM) is a well-established artificial intelligence technique, which can be effectively applied in the domains of performance measurement, decision making and other management science. FCM can be a useful tool in a group decision-making environment by using scientifically integrated expert knowledge. The theories of FCM and balance scorecard (BSC) both emphasize cause-and-effect relationships among indicators in a complex system, but few reports have been published addressing the combined application of these two techniques. In this paper we propose a FCM simulation model for the sample performance measurement system of Internet-based supply chain, which is constructed by BSC theory. We gave examples to explain how FCM can be adapted to execute the causal mechanism of BSC, and also how FCM can support group decision-making and forecasting in performance measurement.
