In today's organizations, performance measurement comes more to the foreground with the advancement in the high technology. So as to manage this power, which is an important element of the organizations, it is needed to have a performance measurement system. Increased level of competition in the business environment and higher customer requirements forced industry to establish a new philosophy to measure its performance beyond the existing financial and non-financial based performance indicators. In this paper, a conceptual performance measurement framework that takes into account company-level factors is presented for a real world application problem. In order to use the conceptual framework for measuring performance, a methodology that takes into account both quantitative and qualitative factors and the interrelations between them should be utilized. For this reason, an integrated approach of analytic hierarchy process (AHP) improved by rough sets theory (Rough-AHP) and fuzzy TOPSIS method is proposed to obtain final ranking. (C) 2010 Elsevier Ltd. All rights reserved.