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THE LEVERS OF CONTROL FRAMEWORK
BMAN 31040ADVANCED MANAGEMENT ACCOUNTING Semester 1
Lecture 3Friday, 15th October 2010
Dr. Androniki Triantafylli,Manchester Business School, UK
AIMS OF THIS LECTURE
To locate management accounting within the broader control framework used in organizations. This session uses Simons’ concept of levers of control. This is a technical/positivist frame. Within this frame, management accounting is a diagnostic tool
OLD AND NEW CONTROL PHILOSOPHIES
OLD CONTROLS Top-down strategy Standardization According to plan Keeping things on
track No surprises
NEW CONTROLS Customer/market
driven strategy Customization Continuous
innovation Meeting customer
needs Empowerment
MANAGEMENT CONTROL SYSTEMSDEFINITION (REVISION)
Management control systems are the formal, information-based routines and procedures managers use to maintain or alter patterns in organizational activities.
Control systems manage the tension between creative innovation and predictable goal achievement
THE FOUR LEVERS OF CONTROL
Aims/Direction
PositiveInspiration/Energising
NegativeConstraints/Compliance
Non-cybernetic
BeliefSystems
BoundarySystems
Cybernetic InteractiveControlSystems
DiagnosticControlSystems
APPLYING THE FOUR LEVERS
Belief systemsinculcate core values
Boundary systemsspecify risks to beavoided
Interactive controlsystems resolvestrategicuncertainties
Diagnostic controlsystems measurecritical performancevariables
BELIEF SYSTEMS
Controls the search for opportunities Provides values, purpose and direction Drives business strategy Inspires enthusiasm and commitment Energizes Focuses loyalties Creates an organizational identity
BELIEF SYSTEMS: EXAMPLES
Johnston & Johnston: Credo “We believe that our
first responsibility is to the doctors, nurses, and patients, to mothers and fathers and all others who use our products and services…..”
Boston Retail Clothing: Mission “Boston retail
clothing was founded to offer young-at-heart customers the best in fashion, value and fun….”
BOUNDARY SYSTEMS
Delineate the acceptable domain of business activity (business conduct boundaries)
Establish limits, based on defined business risks
Narrows possibilities to enable choice (strategic boundaries)
Designates an opportunity space that organizational members can exploit
BUSINESS CONDUCT BOUNDARIES:EXAMPLES
Business principle of an investment bank “Our assets are
our people, capital and reputation. If any of these are lost, the last is the most difficult to regain.”
GE institutes a code of business conduct Two lower-level
employees in its defense business misallocate project accounting costs, the US government suspends the company as a supplier.
STRATEGIC BOUNDARIES: EXAMPLES
In 1970s Chrysler refocuses its business on North American auto and truck production, sells off tank businesses and exits from leasing.
Jack Welch, then Chairman of GE states that the company will exit any business in which it cannot achieve a number one or two position.
DIAGNOSTIC CONTROL SYSTEMS
Identifies pre-determined standards Measures outputs from the system Measures any deviations of outputs
from standard Corrects any deviation from standard Monitors progress Predicts goal achievement
DIAGNOSTIC CONTROL SYSTEMS: EXAMPLES
Goals and objectives Business plans Project monitoring
systems Brand revenue/
market share monitoring systems
Human resource plans
P/L accounts Budgets Expense centre
budgets Standard cost
accounting systems ROI and RI ratios Cost/Volume/Profit
plans
INTERACTIVE CONTROL SYSTEMS
Scans and reports critical changes in the environment
Promotes internal dialogue on key external events
Allows the organization to seize on new opportunities
Drives adaptation and innovation Encourages the emergence of new strategic
initiatives Managers involve themselves regularly and
personally in the decisions of subordinates
CHARACTERISTICS OF INTERACTIVE CONTROL SYSTEMS
Focus on constantly changing information that top-level managers have identified as potentially strategic
The information is significant enough to demand frequent and regular attention from operating managers at all levels at the organization
The data generated by the interactive system are best interpreted and discussed in face-to-face meetings of superiors, subordinates and peers
Catalyst for an on going debate about underlying data, assumptions and action plans
USES OF INTERACTIVE CONTROL SYSTEMS
A senior manager’s decision to use a specific control system interactively sends a clear signal to the organization about what’s important. Through the dialogue and debate that surround the interactive process, new strategies emerge.
Only one MCS is used interactively at a time because it demands high levels of managerial attention
INTERACTIVE CONTROL SYSTEMS: EXAMPLES
Pepsi is facing a 7% share of the market against Coke’s 37%. Top management at Pepsi in dialogue with a Texas ad agency launch the “Pepsi Challenge” -one of the most devastating ad campaigns ever.
Turner Construction company uses an interactive project management team to monitor the strategic uncertainties of changes in owner psychology, loss of reputation in the trade and financial management risk.
EXPLORING HOW ‘LEVERS OF CONTROL’ WORK IN ORGANIZATIONS
Widener (2007) looks at how strategic risk and uncertainty relate to ‘levers of control’ which in turn affect learning and attention and, ultimately, organizational performance. This study is also technical/positivist. It uses data from: A survey of 122 Chief Financial Officers
THE INTERDEPENDENCE OF CONTROL SYSTEMS- COMPLEMENTS OR SUBSTITUTES?
When firms emphasise beliefs systems they also emphasise the other three systems. Also when they use interactive performance measures they also use diagnostic ones. This suggests that the systems are complements rather than substitutes.
Control of business strategy is achieved by integrating the four levers of beliefs systems, diagnostic control systems, and interactive control systems. The power of these levers in implementing strategy does not lie in how each is used alone, but rather in how the forces create a dynamic tension (Simons, 2000)
Simons (1995) suggests that the four levers create tension in that two of the levers-the beliefs and interactive control system- create positive energy, while the remaining two levers create negative energy.
COSTS AND BENEFITS OF CONTROL SYSTEMS
There is an assumption that firms only implement control systems when the benefits outweigh the costs but, so far, there is little evidence to support this. Widener found that levers of control systems aid organizational learning but have a cost in terms of management attention. Overall, she found that they have a positive affect on firm performance
IS THERE AN ALIGNMENT BETWEEN ORGANIZATIONAL STRATEGY AND MCS?
Widener finds that both strategic uncertainties and strategic risk are associated with the use of levers of control
Internal strategic factors are associated with diagnostic controls
External strategic factors are associated with interactive controls
WHY IS THE USE OF BELIEF SYSTEMS ASSOCIATED WITH USE OF THE OTHER THREE?
It is important that all four ‘levers’ are balanced A mission statement is only a ‘starting point’ and
may not be effective unless it is supported by the other three levers
The boundary system constrains the exploration generated by the beliefs system so it ‘fits inside’
Diagnostic systems measure the appropriate critical success factors linked with the values of the company
Interactive systems can identify the potential threats and opportunities that stem from the communication of company’s strategy through beliefs systems
STRATEGIC UNCERTAINTY AND RISK (REVISION)
Strategic uncertainty equates to the emerging threats and opportunities that could invalidate the assumptions upon which the current business strategy is based
Strategic risk is an unexpected event or set of conditions that significantly reduces the ability of managers to implement their intended business strategy
SU/SR AND BELIEF AND BOUNDARY SYSTEMS Strategic uncertainty arises from changes in
competitive dynamics or internal competences Strategic risk stems from malfunctions in internal
operations or external disruptions to the customer base or sudden new competitor rivalry
Strong belief and boundary systems are intended to counteract undesirable behaviour and minimise the negative behavioural affects associated with strategic uncertainty and risk. For example, Merchant (1990)found that profit centre managers are more likely to manipulate earnings when there is strategic uncertainty
WIDENER PROPOSES THAT:
The extent to which firms face strategic uncertainty and strategic risk is positively associated with the emphasis they place on beliefs and boundary systems
The extent to which firms face strategic uncertainty and strategic risk is positively associated with the emphasis they place on performance measures in diagnostic and interactive systems (where measurements are available)
WIDENER USES THE FOLLOWING DEFINITIONS: Three types of strategic uncertainty:
Operating uncertainty (eg scale effects and internal product innovation)
Competitive uncertainty(eg new industry entrants) Technological uncertainty (eg new technology)
Three types of strategic risk:
Operating risk (eg safety of operations) Asset impairment risk (eg accounts receivable turnover) Competitive risk (eg marketplace factors)
WIDENER FINDINGS-1
Many of the controls in the levers of control framework are interdependent and complementary. So in order to realise the full value of performance systems they must be used diagnostically and interactively
The belief system positively influences all the other systems
WIDENER FINDINGS-2
Two types of strategic uncertainty (competitive and operational but not technological) are associated with a reliance on control systems
Operational uncertainty (which can be measured) has the largest effect on diagnostic and belief systems
Competitive uncertainty (which is difficult to quantify) has the largest effect on interactive controls
WIDENER FINDINGS-3
Her findings are consistent with other research that shows that firms implement mechanisms to process information. As uncertainty increases the information deficit increases leading to increased reliance on mechanisms that facilitate the processing of information.
WIDENER FINDINGS-4
One type of strategic risk (operational but not asset impairment or competitive risk) is associated with a reliance on control systems. Specifically, more emphasis is placed on the beliefs system and the performance management system is used both diagnostically and interactively where there is strategic risk.
WIDENER CONCLUSIONS
The four levers of control are NOT substitutes for one another
The benefits of control systems (organizational learning) outweigh the costs (consumption of managerial attention)
Control systems have a positive effect on performance