Objectives, missions and performance measures in multinationals

This article examines performance evaluation systems of fifteen multinationals -- five German, five UK and five US -- and how they relate to corporate strategy or mission statements in each case. The technique of analysis used is the multilayered case study approach, and includes 'face-to-face' interviews. The results, by authors Jeffrey Coates, Edward Davis, Stephen Longden, Raymond Stacey (Aston University) and Clive Emmanuel (University of Glasgow), are very instructive. The cases show a consistent use of missions/strategies, objectives and performance measures within the companies, but wide variation between them. Detailed tables are presented which show clearly the range of variation between the companies and countries concerned.