Kaplan and Norton (1992, 1996) espouse that performance measures in a
balanced scorecard (BSC) should be linked to strategy. However, the BSCs of many
firms include both strategically linked and non-strategically linked measures. Banker et al.
(2004) provide initial evidence on evaluators’ weightings of strategically linked (SL) and
non-strategically linked (NSL) measures when evaluating performance in settings in
which managers always performed better than the target level on every performance
measure. They found that when evaluators have a sufficient understanding of the firm’s
strategy, they weight SL measures more than NSL measures when evaluating
performance. The purpose of the current study is to examine performance evaluations
when, relative to the target level of performance, managers exhibit favorable performance
on some measures and unfavorable performance on other measures. We contend that
evaluators will exhibit a negativity bias such that negative performance information is
weighted more heavily than positive performance information for both SL and NSL
measures. Consequently, we predict that the findings from Banker et al. (2004) will not
hold in settings involving unfavorable performance. Specifically, when performance on
NSL measures is unfavorable for one manager, we find that NSL measures are weighted
more than SL measures. Implications of this finding for theory and practice are discussed.
Kaplan Kaplan and Norton (1992, 1996) espouse that performance measures in a
หลักการว่ามาตรการประสิทธิภาพในดุลยภาพ( อย่างไรก็ตาม balanced scorecard (BSC) should be linked to strategy. However, the BSCs of many
บริษัท รวมทั้งการเชื่อมโยงกลยุทธ์และมาตรการที่ไม่ใช่กลยุทธ์ที่เชื่อมโยง firms include both strategically linked and non-strategically linked measures. Banker et al.
(2004) provide initial evidence on evaluators’ weightings of strategically linked (SL) and
non-strategically linked (NSL) measures when evaluating performance in settings in
which managers always performed better than the target level on every performance
measure. They found that when evaluators have a sufficient understanding of the firm’s
strategy, they weight SL measures more than NSL measures when evaluating
performance. The purpose of the current study is to examine performance evaluations
when, relative to the target level of performance, managers exhibit favorable performance
on some measures and unfavorable performance on other measures. We contend that
evaluators will exhibit a negativity bias such that negative performance information is
weighted more heavily than positive performance information for both SL and NSL
measures. Consequently, we predict that the findings from Banker et al. (2004) will not
hold in settings involving unfavorable performance. Specifically, when performance on
NSL measures is unfavorable for one manager, we find that NSL measures are weighted
more than SL measures. Implications of this finding for theory and practice are discussed.
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