In order to deal with situations of growing complexity, companies express the
need to acquire tools which, by helping to clearly guide a company towards its
goals, emerge as a significant support to corporate governance, while they respect
value creation and minimise risk
. Management control is a collection of structures
and processes designed to facilitate the implementation of top management
decisions in the organisation, through the performance of activities and the related
verification of the results achieved.
The creation of an effective management control system becomes all the more
necessary for global companies that have geographically dispersed organisational
units (often separated by significant physical and cultural distances) but centralised
top corporate governance organs, which are responsible for outlining the strategic
guidelines that are valid for the entire organisation
. On one hand the control
mechanisms convey the strategic guidelines to the units responsible for their
organisation and, on the other, they guarantee feedback to the management organs
regarding the results achieved.
On the basis of these considerations, this article intends to analyse the specific
nature of the components of the management control system, with reference to
global retailers that operate on mass markets. Our analysis will focus in particular
on the problem of defining the degree of corporate complexity, an indispensable
step before any control mechanism can be implemented correctly. On the basis of
the degree of complexity identified, we will specify the optimal characteristics for
both the structural aspects of management control (organisational structure and
information system) and the more specifically procedural aspects (process).
2. Mass Market Retailers and Corporate Complexity
Global markets where traditional competition boundaries are instable, force retail
companies to constantly verify their choices in terms of:
- strategic complexity, i.e. the global composition of supply (in terms of
products/services and market served) and its consistency with purchasing
expectations;
- organisational complexity regarding: relations between ownership and
management; the existing organisational structure (in terms of the delegation
of responsibility and the contributions demanded of the company’s various
operating units) and binding agreements with other companies.
Factors of complexity tend to influence each other in response to the company’s
need to adapt to or anticipate a contextual situation: expanding the products offered
on the global markets necessarily demands organisational changes. Similarly, the
decision to share part of the commercial processes with other companies can have
strategic implications with regard to the markets served.
By combining the variables that generate global corporate complexity, it is possible
to identify three basic levels of complexity: low, medium and high. In retail
companies with a low level of complexity, there is a substantial overlapping of roles
between owners, administrators and organisation, and one area of business, which is limited to the local context. These companies do not generally show any need for
advanced control systems to support management.
Global mass market retailers, on the other hand, tend to have a medium or high
level of complexity. Medium complexity companies reflect a clear differentiation of
the decision-making organs inside the corporate structure and more significant
processes to delegate responsibility, primarily induced by the expansion of the
markets served. The strategy pursued in terms of the market served may be a
qualifying element in decisions regarding the maintenance of a position of
independence rather than the creation of forms of legal, operational or contractual
integration
and these situations demand the creation of macro-organisations with a
higher level of strategic-organisational complexity.
The highest level of complexity is linked to structures founded on cooperative
alliances (networks). Networks are extremely ramified organisations because of the
relationships that develop between participants, but at the same time they are flexible
and dynamic because they are strongly market-oriented. In networks of companies
operating on global markets, traditional models of competition between retail
companies are backed up by competition systems between channels, which can also
involve industrial companies. In these macro-organisations, new demands for
governance and control take hold, to guarantee correct and responsible behaviour by
all company operators, with the goal of meeting the expectations of increasingly
broad categories of stakeholders, according to criteria of equity and transparency
.
It is therefore essential to analyse a company’s degree of complexity in order to
organise the structural and procedural aspects of the management control system
correctly.
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