The MD’s concerns resonated with other criticisms of traditional accounting – too much orientation on the short term. Since the beginning of the 1990s, several new management accounting concepts had been developed that focused on the long-term and external orientation. Examples include customer profitability analysis, non-financial performance measures and the balanced scorecard. Inspired by these concepts, the MD, some of the managers and the CIMA sponsored academic researcher/author of this case study, decided to implement some of these new concepts in order to lengthen the time frame of VdU’s managers.