This module reading shows how to link profit plans and other performance measurement systems to both internal and external markets. Starting with the transfer of goods and services within a firm, the module discusses the different methods of designing transfer pricing systems, the effects of these methods on the profitability of the divisions involved, and explains the trade-offs among transfer pricing policies. Next, the module focuses on the linkage between internal business operations and external markets including capital markets, customer markets, and supplier markets. The discussion illustrates how managers use accounting-based tools such as profit plans, ROE measures, and residual income measures such as EVA to communicate with these markets. While this module is designed to be used alone, it is part of the Strategy Execution series. Taken together, the series forms a complete course that teaches the latest techniques for using performance measurement and control systems to implement strategy. Modules 1 - 4 set out the foundations for strategy implementation. Modules 5 - 10 teach quantitative tools for performance measurement and control. Modules 11 - 15 illustrate the use of these techniques by managers to achieve profit goals and strategies. View the full Strategy Execution series at: hbsp.harvard.edu/strategy-execution.