of incentive design may have a lag effect on financial performance (e.g. Banker, Potter, and Srinivasan, 2005). Non-financial performance measures are meant to be long-term oriented so their impact on performance may take some time to emerge. Secondly, the implementation of this type of incentive design may be more complex than previously expected and this might be a reason why organisations are not finding financial benefits (e.g. Neely et al., 2000). They might be struggling with implementation issues. As an area for further research it would be interesting to examine to what extent the implementation process used to integrate financial and non-financial performance measures in executive incentive systems is a moderator factor of the relationship between the use of measurement diversity and firm performance. Finally, the findings of this hypothesis may also be explained if the relationship between the use of measurement diversity in incentivesand firm performance is considered in the reverse direction41 –after allregression analysis does not imply causation (Cohen, Cohen et al., 2003). That is organisations that are underperforming are the ones more likely to use financial and non-financial information in their executive incentive systems.
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