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Performance Prism in Practice

This document discusses the practical application of the Performance Prism framework, a new performance measurement framework that addresses shortcomings of traditional models. It describes the Performance Prism's five interrelated facets, with a focus on stakeholder satisfaction. The framework encourages consideration of all stakeholder needs. DHL UK used this framework to reengineer their reporting system. The document provides details of DHL and other companies' experiences applying the Performance Prism.

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0% found this document useful (0 votes)
277 views12 pages

Performance Prism in Practice

This document discusses the practical application of the Performance Prism framework, a new performance measurement framework that addresses shortcomings of traditional models. It describes the Performance Prism's five interrelated facets, with a focus on stakeholder satisfaction. The framework encourages consideration of all stakeholder needs. DHL UK used this framework to reengineer their reporting system. The document provides details of DHL and other companies' experiences applying the Performance Prism.

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Shamika
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© © All Rights Reserved
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Measuring Business Excellence

The performance prism in practice


Andy NeelyChris AdamsPaul Crowe
Article information:
To cite this document:
Andy NeelyChris AdamsPaul Crowe, (2001),"The performance prism in practice", Measuring Business Excellence, Vol. 5 Iss 2 pp. 6 - 13
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http://dx.doi.org/10.1108/13683040110385142
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Manoochehr Najmi, Mohammad Etebari, Samin Emami, (2012),"A framework to review Performance Prism", International Journal of
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THE PERFORMANCE PRISM IN PRACTICE

Andy Neely, Chris Adams and Paul Crowe


Andy Neely is Director of the Centre for Business Performance and Professor of Operations Strategy and Performance at
Cranfield School of Management, Cranfield, UK. He chaired the first and second international academic conferences on
performance measurement, in July 1998 and July 2000, respectively, and has authored over 100 books and articles on the
subject, including Measuring Business Performance, which was published by The Economist. He can be contacted at
A.Neely@Cranfield.ac.uk Chris Adams is a Senior Experienced Manager at Accenture (formerly known as Andersen
Consulting) in its UK practice. He has recently been responsible for leading the firm's ``Managing With Measures'' core
capability development initiative and is a member of its Finance and Performance Management service line. He can be
contacted at chris.g.adams@accenture.com Paul Crowe is a Manager in the Products Division of Accenture's UK
practice and has specialised in business process architecture and performance measurement over the last three years.
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Abstract This article describes and illustrates the practical ``New Economy''. There is a need for a second
application of a new measurement framework ± The Performance generation of performance measurement framework
Prism ± which addresses the shortcomings of many of the traditional which addresses today's business issues so that long-
measurement frameworks being used by organisations today. The established corporations can update their scorecards and
Performance Prism, with its comprehensive stakeholder orientation, newly-formed organisations can develop scorecards that
encourages executives to consider the wants and needs of all the are appropriate to their business needs in today's
organisation's stakeholders, rather than a subset, as well as the business environment.
associated strategies, processes and capabilities. DHL's board for the
UK have used this framework to re-engineer their corporate The Performance Prism framework
measurement and reporting system and the article explains DHL The Performance Prism consists of five interrelated
and other firms' experiences with the Performance Prism. facets (see Appendix) The first facet ± Stakeholder
Satisfaction ± asks: ``Who are the stakeholders and what
Keywords Business excellence, Performance measurement, do they want and need?''. This facet is deliberately
Stakeholders broader than the balanced scorecard view of
stakeholders, which encompasses only shareholders and
customers. No mention is made in the balanced

T
he Performance Prism is a second generation scorecard of employees. No mention is made of
measurement framework designed to assist suppliers, alliance partners or intermediaries. And no
performance measurement selection ± the vital mention is made of regulators, the local community or
process of picking the right measures. It is a pressure groups. Yet all of these parties can have a
comprehensive measurement framework that addresses substantial impact on the performance and success of an
the key business issues to which a wide variety of organisation. In contrast, the first facet of the
organisations, profit and not-for-profit, will be able to Performance Prism, the stakeholder perspective,
relate. It explicitly asks critical questions and encourages explicitly asks: ``Who are the important stakeholders in
managers to think through the links between measures in your organisation and what do they want and need?''.
a way that other frameworks do not intuitively suggest. The second facet concentrates on Strategies.
Over the years, several other frameworks have been Traditionally it has been argued that measures should be
created or adapted to help deal with the problem of derived from strategy. In fact this is wrong. The only
deciding what performance measures to select for use reason an organisation has a strategy is to deliver value to
within organisations. The most popular of these is some set of stakeholders. The starting point has to be:
undoubtedly the balanced scorecard. It has been used ± ``Who are the stakeholders and what do they want and
and often abused ± across the world, whereas many need?''. Only when these questions have been answered
other frameworks have tended only to have regional is it possible to start to explore the issue of what
appeal. Although the balanced scorecard was undeniably strategies should be put in place to ensure the wants and
pioneering when it first appeared nearly a decade ago,
particularly because it addressed the need for a balance The current issue and full text archive of this journal is available at
between financial and non-financial measures, the world http://www.emerald-library.com/ft
has moved on and priorities are changing in the so-called

Measuring Business Excellence 5,2 2001, pp. 6-12, # MCB University Press, 1368-3047
6
needs of the stakeholders are satisfied. Therefore, the whether we are talking about suppliers, customers,
second facet of the Prism asks: ``What are the strategies employees, alliances, investors, or the local community.
we require to ensure the wants and needs of our All other measurement frameworks we have researched
stakeholders are satisfied?''. fail to recognise the reciprocal relationship between the
The third facet of the Performance Prism ± the stakeholder and the organisation. It is a critical and
Processes facet ± asks the question: ``What are the unique feature of the Performance Prism.
processes we have to put in place in order to allow our It should be noted that the Performance Prism is not
strategies to be delivered?''. Here we are talking about a prescriptive measurement framework. Instead, the
processes in the sense of the common generic business Performance Prism is a framework ± a tool ± which can
processes, which underpin the vast majority of be used by management teams to influence their
organisations. These are: develop new products and thinking about what the key questions are that they want
services, generate demand, fulfil demand, plan and to address when seeking to manage their business.
manage the enterprise. For each of these (normally
The Performance Prism experience
cross-functional) processes, it should be possible to
identify specific measures that allow management to So far, we have explored the Performance Prism from a
address particular questions associated with each one. theoretical perspective and explained its rationale,
For example, it might be necessary for an operations highlighting some of the issues it was designed to
executive to ask: ``Are the organisation's fulfil demand overcome. The question that remains, however, is how
processes working efficiently and effectively?'' and ``If does the Performance Prism work in practice and it is
not, how will I know which sub-components of it are the this question that the case examples that follow set out to
address.
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cause of its inefficiency or ineffectiveness?'', and so on


through the other processes and their sub-sets.
The fourth facet of the Performance Prism, the The DHL case
Capabilities facet, is perhaps the least widely understood. One of the first applications of the Performance Prism
As we have seen, capabilities are a relatively new but took place at DHL International in the UK (DHL UK).
important management concept. Capabilities are the DHL is one of the world's most successful international
combination of people, practices, technology and express courier companies. Sales in the UK for 1999
infrastructure that together enable execution of the were in excess of £300 million, during which time the
organisation's business processes (both now and in the business employed almost 4,000 people, across 50
future). They are the fundamental building blocks of the locations. The board of DHL UK comprises a managing
organisation's ability to compete. Without the right director, a finance director, a commercial director, an
people, practices, technology and infrastructure in place, it operations director, a business process director, an HR
is impossible to execute or improve the processes. The key director, an IT director and three area directors. The
question associated with this facet becomes: ``What are the team meet on a quarterly basis to review DHL's
capabilities we require to operate our processes?''. As soon performance and have recently used the Performance
as this question has been answered, then it becomes Prism to establish what should be discussed at their
possible to identify measures that allow the organisation to quarterly performance reviews.
assess whether it has the required capabilities in place Previously, DHL's UK board used to meet on a
now, or has plans to implement them, and whether they monthly basis and review company performance data at
are being sufficiently nurtured and protected. a detailed level. They would look at the UK's operation
The fifth and final facet of the Performance Prism is in terms of its ability to achieve ``notional result'', DHL's
the Stakeholder Contribution facet. This facet has been internal measure of profitability. They would also review
included as a separate component since it recognises the operations performance. The number of definitions of
fact that not only do organisations have to deliver value operations performance is vast. Operations performance
to their stakeholders, but also that organisations enter can be reviewed in terms of packages shipped (volume of
into a relationship with their stakeholders which should packages), packages delivered on time, packages on time
involve the stakeholders contributing to the to particular destinations, DHL's service quality
organisation. Take employees, for example. Employees indicators, etc. There was growing frustration among
want from an organisation a safe, secure place to work. members of the board that on a monthly basis the group
They want a decent salary. They want recognition. They would meet and review very detailed performance data,
might also want an opportunity to influence the yet rarely did the outcome of these reviews have a
organisation. In return, the organisation itself wants its significant impact across the entire business. A symptom
employees to contribute to the business. It wants them of this process was the fact that the same issues arose at
to offer ideas and suggestions, to develop expertise, to each monthly performance review.
turn up for work and to remain loyal to the business ± The board began to explore the reasons for this and
training up replacement staff costs money. This decided that one of the most fundamental issues was
symbiotic relationship between the organisation and the that the meetings structure and review process in DHL
stakeholder is true for all classes of stakeholder ± was not right for a twenty-first century business.

Measuring Business Excellence 5,2 2001


7
Members of the board were unable, with the data they will enable us to assess whether or not our plans for the
were presented, to identify the root causes of shortfalls in business, as outlined in the success map, are being
terms of business performance. The board decided, realised?''. It was through this discussion that the DHL
therefore, to take a fundamental look at the role of the board began to identify the critical questions that they
performance review and clarify what its purpose was and wished to answer at their quarterly performance reviews
hence what data should be examined at it. This resulted (see Table I).
in the board recognising that they were holding their In turn, these questions were used to identify what
review meetings too frequently. Instead of meeting for measures might be appropriate for the organisation. In
one day on a monthly basis the board decided that they facilitating this discussion the theme was: ``What data do
should meet for two days on a quarterly basis, but take a you need access to in order to answer the questions you
more fundamental look at the strategic challenges facing have identified as crucial for the business?''.
the company. It was at this stage that the business In parallel to this, DHL analysts were trained in new
process director introduced the Performance Prism and measurement methodologies and techniques. These
suggested that the board might be able to use it as a analysts, each of whom reported directly to a board
framework to help guide their thinking. member, were tasked with the job of developing answers
A series of workshops were held in January through to to the key questions that the board felt they wished to
March 2000, at which the board began to examine the discuss at their quarterly performance review. The
Performance Prism and construct a success map for agenda for the June 2000 quarterly performance review
DHL. The success map encapsulated those things that was structured around the key questions and the board
the business had to deliver if it was to achieve its overall members were invited to present the analysis completed
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financial goals. The success map reflected the strategic by their analysts in answers to the questions. By
thrusts of the business and the specific initiatives and September 2000 the board had decided to invite the
activities being undertaken within the business. In DHL analysts themselves to make the presentations, partly to
UK's case, the success map had three broad strands. provide these key individuals with personal development
The first was concerned with growing revenue volumes. opportunities. In the long run the aspiration is to develop
The second was concerned with revenue quality. The a structure which involves the analysts in DHL
third strand of the success map was concerned with cost developing a case that answers the key questions outlined
efficiency and ensuring that the business utilised its in Table I, in much the same way that a detective would
assets as efficiently as possible. develop a case to present to a judge and jury.
At this level, these three broad strategic strands are no Suddenly, DHL's performance reviews had moved
different to any other organisation. Almost every from being a rather staid discussion of detailed
organisation will want to increase sales, to improve the operational and financial performance into a true debate
quality of these sales and to control their costs. It is at about the fundamental challenges and issues facing the
the next level of detail that the success map becomes business. The HR director, for example, commented
organisation specific, for it is here that the success map that ``the June QPR was the best board meeting I have
starts to expose the specific wants and needs of DHL's ever attended, in this or any other company''. The
stakeholders and the strategies that are being put in Business Process director said that ``We have moved
place to ensure that these wants and needs are satisfied. from scrutinising lots of numbers that told us very little to
Take, for example, revenue volume. It has been decided asking pertinent questions about how we are doing and
in DHL that one of the ways of driving revenue volume where we are going''. While the MD felt that this
is to segment the market by customer wants and needs. approach ``encourages us to work together on the key
One such segment, the so-called ``advantage business issues rather than emphasising individual
customers'', will encompass those customers who want functional responsibilities''.
to build a strategic partnership with DHL. To service
these customers, DHL UK will have to put in place The London Youth case
specific business processes, e.g. consignment stock Charities of course are very different organisations. They
management processes. In turn, these processes will neither have shareholders nor do they seek to make a
have to be underpinned by specific organisational profit. Nevertheless, they do have benefactors who
capabilities that exist within DHL UK. donate funds and provide them with the financial
The start of the process of populating the Prism income that enables them to do their good works. These
therefore was to hold a series of externally facilitated benefactors expect to see their funding spent on projects
brainstorming sessions with DHL UK's board, during that have tangible benefits, and they are unlikely to part
which the success map for the organisation was with more cash unless they can see some evidence of
constructed (see Figure 1 for an extract of the DHL UK money well spent. So, from a conceptual business model
success map). point of view, the not-for-profit sector is not so
Once the success map had been constructed then the immensely different after all.
board began to ask themselves ± ``What questions should We worked with UK-based charity, London Youth,
we be asking at the quarterly performance review, which to help its senior management build a set of performance

Measuring Business Excellence 5,2 2001


8
Figure 1 Ð DHL UK success map
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Table I Ð DHL key questions and measures ± stakeholder satisfaction facet


Stakeholders GCC Customers Employees Authorities
Stakeholder satisfaction Are we going to deliver How are our customers How are our people feeling? Are we able to meet all
against our NR target for the feeling? current external
year? requirements?
Strategies Are all of our strategies Are our revenue volume and Are our people management Are our compliance
working to enable us to quality strategies working? strategies working? strategies working?
achieve NR?
Processes Are the processes in place to Are processes in place to Do we have the processes in Do we have the processes in
support our cost support our revenue volume place to support our people place to ensure current and
management strategy? and quality strategies? strategy? future compliance?
Capabilities Do we have the capabilities Do we have the right product Do we have the capabilities Do we have the capability to
in place to exploit offering and the capability to in place to support our influence future legislation?
efficiencies through sustain growth? people strategy in both the
technology? short and long term?

measures appropriate to their needs. London Youth was ^ raise profile ± advocate for youth work provision;
formed by the recent merger of the London Federation ^ raise funds (reducing its dependency on grants);
of Clubs for Young People and the London Union of ^ ensure efficient and effective governance.
Youth Clubs. Its membership includes 460 youth clubs,
groups and projects made up of 75,000 young people Having developed the strategy, management were now
plus 5,000 adult leaders and committee members. Its seeking an appropriate set, and a manageable level, of
mission is to assist the development of children and performance measures. The Performance Prism
young people ± in their physical, mental and spiritual framework was applied in order to facilitate this
capacities ± so that they grow to full maturity as objective. The work was conducted in a series of four
individuals and as members of society. Its purpose (and workshops with London Youth's group director for
the means by which it achieves its mission) is to provide, strategic development.
support and improve the range and quality of informal The first session addressed who the charity's key
educational and social activities available to children and stakeholders were and what their respective wants and
young people in the Greater London area. needs were, plus simultaneously how they contributed to
The principal components of London Youth's the wants and needs of the organisation. The
strategy are to: organisation's highest priority stakeholders were
^ grow membership; identified as: young people (its ``beneficiaries''), youth
^ improve range of products and services offered; workers and youth club management committees,
^ provide affordable residential experiences; London Youth staff, and funders. Funders though fell

Measuring Business Excellence 5,2 2001


9
into two separate categories ± statutory/trusts and Table II shows a single example measure selected for
individual/corporate ± because they had distinctly each of the five facets.
different wants and needs. The final step, prior to implementation, for London
The next session then built on this context, Youth will be to create a performance measure record
identifying potential stakeholder satisfaction and sheet for each measure selected. This document details
contribution measures while noting how the business the purpose, metrics, targets, frequency of
strategies interfaced with these reciprocal stakeholder measurement, source of data and ownership of each
relationships. In the third session, the organisation's measure. We find that this is an important discipline to
principal business processes and capabilities were undertake when completing the measures selection
defined and relevant measures identified. During these process. It will help to flush out some of the key
two sessions we began to build a simplified ``success implementation issues and will engage both
map'' for London Youth, which was incrementally management and staff in a constructive discussion about
refined as we proceeded (see Figure 2). the purpose and use of the measure that would not
The final workshop was dedicated to refining the otherwise surface until much further downstream ±
measures selection and the process of converging on the when there might, for instance, be the opportunity for
``vital few'' measures that the organisation felt were employees to be derisive of the measures selected by
critically important and would be practically management without consideration of their real
implementable, especially given its staffing and practicalities. Clearly, this would not be conducive to a
information technology constraints. In order to ensure successful deployment.
that the right measures had been selected, a ``measures
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tree'' was developed which identified the essential The House of Fraser case
linkages between the measures selected for each facet of One of the authors has helped to define measures for a
the Performance Prism framework. division of House of Fraser, the UK department store
There is not sufficient space here to describe the retail chain, with the aid of the Performance Prism
complete list of measures selected for each Performance framework and its associated catalogue of measures. In
Prism facet. For illustrative purposes only though, this case, for practical purposes, a more catalogue-based

Figure 2 Ð London Youth outline success map

Measuring Business Excellence 5,2 2001


1 0
Table II ÐSingle example measure
St. satisfaction Strategies Processes Capabilities St. Contribution
Youth workers Improve range Organise events People Funders
Youth worker satisfaction Number of new products Number of participants per ``Investors In People'' Level and per cent of cash inflow
+ needs survey trends and services offered event trend accreditation levels from each income source

method of selection was adopted as the starting point,


but each generic measure selected was then adapted to Table III Ð House of Fraser ± short-listed store
the context of a retail environment generally and a store development measures
development department specifically. This department Project delivery to time Milestone achievement (target vs actual)
was undergoing radical change with the introduction of a Number of schedule changes per project
new store development director while pursuing Project delivery to budget Construction cost per square foot
aggressive multi-store development and refurbishment Target cost vs actual cost
programmes to tight deadlines. New and experienced Team commitment Team satisfaction index
staff faced a number of new challenges and working Workload (overtime hours)
practices, but the department employed very few Project delivery to quality Number and severity of outstanding
relevant performance measures to quantify the success snags at store opening
of any of the changes. Fixture and fitting running costs (new vs
In this case, the key stakeholders were identified as: last new store or pre vs post
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the store's customers, its trading board, external refurbishment)


contractors ± who build and/or fit-out new or refurbished Infrastructure running costs (new vs last
new store or pre vs post refurbishment)
stores ± and the store development team itself. A
comprehensive set of measures was developed for both Customer satisfaction Customer satisfaction surveys
stakeholder satisfaction and stakeholder contribution. Contractor satisfaction Contractor satisfaction surveys
For example, among the measures identified for
customer satisfaction were their perceptions of store
quality, signage quality and the level of comfort within adopted and established, it will be possible to spread the
the store. On the reciprocal customer contribution front, concepts to other parts of the organisation and link the
measures of their willingness to return to the store departmental measures to the objectives of the company
(potential repeat business) and to recommend it to family as a whole.
and friends were identified. This data could all be Conclusion
collected and collated via customer surveys. The Performance Prism has now been applied in a
Appropriate measures were also identified relating to number of real-life situations, including at the above
the retailer's strategy, particularly in terms of its case example organisations. It has also been used as the
ambitions to improve quality, to achieve growth and to guiding framework for a White Paper seeking to suggest
be both cost efficient and effective. Process measures ways to improve the success rate of mergers and
were also identified which would address key outcomes ± acquisitions through improved measurement systems.
these were satisfied, loyal customers; higher return on The authors have also successfully applied it as the basis
investment; higher quality stores at lower cost; and of a survey on the uses of measures in e-businesses. It
adoption of best practice store development processes. has proved itself to be malleable to the various needs of a
Potential measures were then developed with a wide variety of different organisations and measures
particular emphasis on the specific Capabilities of the development conditions.
department's store development activities using the Its principal appeal ± so we are told ± lies in the
following six criteria: intrinsically logical juxtaposition of the five components
(1) putting the customer first; of the three-dimensional framework (which implies that
(2) best designs; there are interrelationships between them); its
(3) cost control excellence; comprehensiveness and adaptability, allowing different
(4) programme management excellence; entry points; the inherent ability to drill below the surface
to greater levels of detail when additional prompts are
(5) best store development methods;
needed; plus, finally, the fact that stakeholders are
(6) best people.
addressed in a wholly original and radical way. The
Finally, six key measures and their associated metrics feedback has been overwhelmingly positive.
were selected from the lists of potential measures drawn All organisations wishing either to implement a new
up and were recommended to form the core measures set of measures or to upgrade their existing scorecard
for House of Fraser's stores development operation (see should consider applying the Performance Prism to the
Table III). It is anticipated that once these have been measures selection process. MBE

Measuring Business Excellence 5,2 2001


1 1
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Appendix

1 2
Measuring Business Excellence 5,2 2001
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29. Assistant, Professor Federica Cucchiella, Professor Lenny Koh, Chunguang Bai, Joseph Sarkis, Xiaopeng Wei, Lenny Koh.
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2012. Evaluating ecological sustainable performance measures for supply chain management. Supply Chain Management: An
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51. Sarah Shaw, David B. Grant, John Mangan. 2010. Developing environmental supply chain performance measures.
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52. Karen Fryer, Jiju Antony, Susan Ogden. 2009. Performance management in the public sector. International Journal of Public
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53. Claire Moxham. 2009. Performance measurement. International Journal of Operations & Production Management 29:7,
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73. Suzanne Bergin-Seers, Leo Jago. 2007. Performance measurement in small motels in Australia. Tourism and Hospitality
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74. Alexander T. Mohr. 2006. A multiple constituency approach to IJV performance measurement. Journal of World Business
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75. Carlos F. Gomes, Mahmoud M. Yasin, João V. Lisboa. 2006. Key performance factors of manufacturing effective performance.
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77. Rodney McAdam, Shirley‐Ann Hazlett, Christine Casey. 2005. Performance management in the UK public sector.
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78. Karen Anderson, Rodney McAdam. 2005. An empirical analysis of lead benchmarking and performance measurement.
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79. Chung-Leung Luk, Oliver H.M. Yau, Raymond P.M. Chow, Alan C.B. Tse, Leo Y.M. Sin. 2005. Stakeholder Orientation and
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of Top Down Determination of Performance Indicators. Local Government Studies 31, 21-38. [CrossRef]
81. Stefan Tangen. 2004. Performance measurement: from philosophy to practice. International Journal of Productivity and
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82. L. Berrah, G. Mauris *, F. Vernadat. 2004. Information aggregation in industrial performance measurement: rationales, issues
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83. Karen Anderson, Rodney McAdam. 2004. A critique of benchmarking and performance measurement. Benchmarking: An
International Journal 11:5, 465-483. [Abstract] [Full Text] [PDF]
84. Max Moullin. 2004. Evaluating a health service taskforce. International Journal of Health Care Quality Assurance 17:5, 248-257.
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88. Snapshot of Personnel Productivity Assessment in Indian IT Industry 220-234. [CrossRef]
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