Bài báo cáo môn Organizational behavior đề tài "ACCENTURE"
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lOMoARcPSD| 38841209
NATIONAL ECONOMIC UNIVERSITY ADVANCED EDUCATIONAL PROGRAM
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ORGANIZATIONAL BEHAVIOR COURSE GROUP ASSIGNMENT CASE: ACCENTURE Class: Advanced Finance 63C
Error! Bookmark not defined. I. Current situation 3 1. Environment 3 a. State of the economy 3
b. Cultural and social atmosphere 3 c. Political atmosphere 4 2. Industry 4 a. Market structure 4 b. Market share 5 c. Revenue 5 d. Trend and regulation 5 3. Firm 6 a. Firm objective 6 b. Strength 7 c. Weakness 8 d. Organization structure 8
e. Corporate culture and communication 9 lOMoARcPSD| 38841209 II. Problem 10 1. Problem 10 2. Fact 11 3. Assumption 11 4. Consequence 11 a. Temporary consequence 11 b. Permanent consequence 12
III. Potential Alternative 12
1. Management by objectives (MBO) method 12 a. Definition 12 b. Limit 12 c. Advantage 13 d. Disadvantage 13
e. Process to implement the method 14
f. Personnel role and responsibility 15 g. Outcome 15 2. BARS method 16 a. Definition 16
b. Limitations and considerations 17 c. Advantage 17 d. Disadvantages 18
e. Process to implement the method 18
f. Personnel role and responsibility 19 g. Outcome 20 3. 360 degree feedback method 21 a. Definition 21 b. Advantage 21 c. Disadvantage 22
d. Process to implement the method 22
e. Personnel role and responsibility 23 lOMoARcPSD| 38841209
IV. Accenture’s management app 23 1. Characteristics 23 2. Advantage 24 3. Disadvantage 24 4. Process to implement 25 5. Outcome 25
6. The application of performance management system in Accenture’s management app 27 26 CONCLUSION 26 REFERENCE 27
11211603 Nguyễn Thị Thùy Dương 11211320 Trần Ngọc Diệp 11211814 Phan Hương Giang 11213670 Nguyễn Hoàng Mai
11214792 Nguyễn Đặng Mai Phương
11216090 Trương Việt Tuấn 11215240 Nguyễn Danh Thái Hanoi, 2023 TABLE OF CONTENT INTRODUCTION
Accenture is a prominent and influential company in the global consulting and
professional services industry. With its long history of innovation and a strong presence in over
120 countries, Accenture has established itself as a leader in providing a wide range of services
and solutions to help businesses enhance their performance and deliver value to stakeholders.
Like other businesses, Accenture also has some organizational issues that need
resolution to ensure long-term success. The central issue mentioned in this business case is the
inefficacy of their traditional annual ranking system for evaluating employee performance.
This report will delve into the specific problems faced by Accenture, exploring their
implications and the impact on employees and the organization. Moreover, this report will
scrutinize the solutions that Accenture has devised to address this issue. Additionally, it
provides Accenture with some other comprehensive and strategic alternatives for transforming
its performance management system, aiming to ensure its continued success in the long term. lOMoARcPSD| 38841209 I. Current situation 1. Environment
Regarding trends in the environment that influence the firm, the fast pace of changes in
technology along with intricate business issues strongly affect employees at Accenture. They
demand workers’ full engagement and novel application of their knowledge and skills in their
jobs. Moreover, workers need to collaborate with experts to come up with new solutions, find
new opportunities, and adapt to new situations.
Besides external trends, the economic, cultural, social, and political atmosphere in
Ireland also matter. Since Accenture experienced a massive resolution in 2015, we will analyze the case from 2015.
a. State of the economy
The economy of Ireland in 2015 recovered from an economic downturn during the
period 2008-2013. It witnessed a GDP growth of 26.3%, but the economy still experienced
inflation. From 2016 to 2022, generally, Ireland saw a substantial increase in GDP growth and
had to face inflation annually. Source: World Bank
b. Cultural and social atmosphere
For the past few years, Ireland has become a multicultural and globalized nation. Non-
Irish people account for 12% of its population. According to the Central Statistics Office’s
2022 Census 630,000 residents were of other nationalities apart from Irish whereas the figure
in 2016 was 535,475 residents. lOMoARcPSD| 38841209
Besides, the cultural influence has gradually moved from the Catholic Church to the
media and the government. The Catholic Church doesn’t have the whole control over morality
anymore. Daily life has been separate from religious rituals and social relations have been more
informal. A lot of strict rules of conduct influencing parent-offspring and male-female
relationships as well as classes in the society have disappeared. Meanwhile, people regard
themselves as independent individuals and don’t put up with the bond of their families,
religious beliefs, and the community where they were born.
c. Political atmosphere
Ireland is a stable democracy with political rights and civil liberties being respected and
defended. As a whole, Irish residents’ political choices are not dominated by the military,
external powers, religious hierarchies, and other groups.
In general, economic, cultural, and political status in Ireland are stable as well as create
advantageous physical and mental conditions for workers to make full commitments to their
jobs, particularly employees in Accenture. 2. Industry
Accenture is a significant player in the Consulting and Professional Services industry.
This industry is about delivering expert knowledge and solutions to clients and customers
across various sectors. This Irish-American professional services company, headquartered in
Dublin, specializes in offering information technology (IT) services and consulting. With a
global workforce exceeding 400,000 employees, Accenture serves its clients in over 120
countries, making it a significant player in the realm of IT services, consulting, and business solutions. a. Market structure
The global management consulting and technology services industry is dominated by a
few large players, with Accenture being one of the major ones, besides other significant
competitors including PwC, Deloitte, EY KPMG, IBM, and Capgemini. These companies
collectively hold substantial market power and compete for clients on a global scale with their
dominant presence in the sector. Therefore, it can be seen that the market structure of Accenture
plc aligns closely with the characteristics of an oligopoly, where a select few major players wield substantial influence. lOMoARcPSD| 38841209 b. Market share
In 2018, the market share of the Dublin-based consulting firm, Accenture, amounted to
approximately 5.5% of the entire consulting service market. Remarkably, Accenture
constituted the fifth-fastest-growing segment within this market, following closely behind the
Big Four companies, which include PwC, Deloitte, EY, and KPMG. This data highlights
Accenture's significant presence and its notable growth trajectory within the consulting services sector during that year. c. Revenue
Together the Big Four consultancy firms generated more than 60,000 USD revenue of
the global consultancy market in 2018. Outside the Big Four, the largest consultancy firm was
Accenture with a revenue of $10,430. This data underscores the substantial market presence
and financial significance of Accenture within the consultancy industry.
Table 1. Top 10 Consulting Providers by Revenue, Worldwide, 2017-2018 (Millions of U.S. Dollars)
Source: Gartner (April 2019)
d. Trend and regulation
To begin with, the escalating pressure on data protection and the increasing regulatory
responsibilities have significantly impacted professional firms. The implementation of the lOMoARcPSD| 38841209
General Data Protection Regulation (GDPR) in 2018 augments a new era of stringent data
privacy regulations. This shift has prompted many countries to reevaluate and adapt their
national data policies to meet the new regulatory horizon. For instance, the United States is
planning to introduce the Consumer Data Protection Act (CDPA) in 2023 as a response to this
changing environment. Simultaneously, China is also raising its demand for more robust data
management and privacy measures. As a consequence of these developments, data privacy
regulations have become highly fragmented, often taking on unique forms in different
jurisdictions. Professional firms now have to tackle data privacy as a core part of their services.
The widespread adoption of technology goes along with the need for more expertise in
the 2018s. The world has shifted the focus from manual processes to technology and digital
operations, which has led to an increase in promoting the use of AI/tech solutions by regulators
such as the UK Financial Conduct Authority (FCA). Technology innovations such as AI can
help consulting firms in general and Accenture particularly streamlining the annual ranking
system for evaluating employee performance and providing criteria and triggers that
automatically initiate the process of review checks (such as when a material change in the
client’s profile is revealed by using internal and external data ).
To conclude, in light of the fast-evolving technological landscape and shifting
regulatory requirements, Accenture employees must actively immerse themselves in their
work, apply their skills in creative ways, collaborate with fellow experts to find innovative
solutions, predict forthcoming challenges to identify opportunities, and flexibly adjust to
evolving situations as they arise. 3. Firm a. Firm objective
The first objective of Accenture is diversity and inclusion. The company places a high
value on diversity and is committed to fostering an inclusive work environment for every one of its employees.
The second one is client dedication. Accenture strives to bring value and constructive
change to all of its clients. “Assisting our clients in creating their future” is the company’s
stated objective. By creating the most innovative systems, company concepts, and strategies,
Accenture put their clients’ development above all.
Financial sustainability is the third objective of Accenture. According to the company’s
mission statement, it aspires to “be the leading provider of high-value services”, which implies lOMoARcPSD| 38841209
that it seeks to offer premium services for as little money as it can. To secure success in the
long-term period, the organization strives to be financially sustainable.
The next objective is related to environmental targets. Accenture has positioned itself
as an industry leader in the pursuit of net-zero emissions, waste reduction, and responsible
water usage. To achieve these goals, Accenture is taking concrete steps, such as powering its
offices exclusively with renewable energy sources, collaborating with key suppliers to cut back
on emissions, and educating its workforce to make environmentally conscious travel choices.
The company not only strives to meet its environmental targets but also actively supports its
customers in integrating sustainability principles into their operations.
The fifth objective is innovation. Accenture wants to empower communities by
fostering innovation among its employees as well as its partners.
Strategy and consulting is the last objective of Accenture. The company plays a pivotal
role in accelerating its clients' progress by creating innovative systems, pioneering business
concepts, and formulating cutting-edge strategies.
Overall, Accenture aspires to be the top supplier of software, consultancy, digital, and IT services.
Accenture’s goals are achievable since the company is a multinational provider of
professional services with industry-leading expertise in cloud, security, and digital. It also
offers a wide range of services and is well-established in the industry. Crucially, its objectives
are in harmony with its strengths and market standing, making them not just aspirational but indeed attainable. b. Strength
Accenture possesses five main strengths which consistently contribute to the firm’s exceptional performance.
Firstly, Accenture has a reputation for being one of the world’s largest companies with
a consistently high revenue. This is the result of its strategic emphasis on consultancy,
operational services, management, digital technologies, as well as the maintenance of
continuous high standards and ethical principles.
Secondly, Accenture is known for its expertise. Accenture is distinguished by its ability
to attract top talent from across the globe, assembling a team of proficient individuals with
diverse specializations, spanning from consulting to IT services. This highly skilled workforce
delivers professional consultation services to its client organizations. Its diversified group of lOMoARcPSD| 38841209
trained individuals composed of experts with profound industry knowledge, ensures the
provision of top-quality services across various domains.
The third strength is the firm’s diverse capabilities. Accenture works in a variety of
industries, including communications, technology, finance, public services, and product
resources. This experience has empowered the company to cultivate dedicated and skillful
teams for each sector, setting it apart from its competitors. Furthermore, this varied portfolio
enables Accenture to consistently serve a wide range of industries and satisfy the changing needs of its customers.
Powerful clientele connection is Accenture’s fourth strength since the firm serves a
broad client base that includes some of the world’s largest and most reputed organizations as
its clients. Notably, approximately 90 of the Fortune top 100 companies, along with over three-
quarters of Fortune Global 500 firms, count on Accenture’s consulting services. High-profile
customers are drawn to and retained by Accenture thanks to these solid client relationships,
which are based on trust, dependability, and a consistent ability to deliver substantial value.
Friendly experience is the company’s last strength. Accenture is committed to providing
clients with a professional and encouraging experience that places their requirements and needs
at the forefront. This approach creates a welcoming and comfortable environment for clients to
openly discuss their concerns and challenges with the company. This client-focused approach
not only ensures satisfaction but also facilitates the establishment of long-term partnerships
based on mutual trust and understanding. c. Weakness
Besides those strengths above, Accenture also has some weaknesses to confront.
Because of the firm’s intricate organizational structure with numerous sectors engaging clients
and one another to deliver expert services across a range of areas, it sometimes has to deal with
a lack of coordination. This inadequacy in communication and collaboration among different
departments can result in internal conflicts. Additionally, Accenture heavily depends on
consultancy services as its primary source of income and sales. Over-reliance on a single
revenue source poses a potential long-term risk to the company's stability. Diversifying its
income streams may be essential for safeguarding Accenture's position in the industry over the years to come.
d. Organization structure
The functional structure of Accenture operates through distinct service groups, each
specializing in a different area. lOMoARcPSD| 38841209
Accenture Strategy and Consulting, for instance, offers a wide range of services,
including technology, business and operational strategy in addition to“business, technology,
and management consulting”to support customers in their transformative attempt.
Meanwhile,“digital marketing, analytics,and mobility services”are offered by Accenture Song,
which was previously called Digital and Interactive department. Another group is Accenture
Technology. This one is primarily concerned with“technology, software, implementation,
delivery and research & development”which involves its Technology Labs that is dedicated to
emerging technologies. Lastly, Accenture Operations prioritizes the "as-a-service" approach to
providing services. This covers“business process outsourcing, IT services, cloud services, and managed operations.”
Under the direction of a senior executive, each of these groups has specific aims and
objectives that are in line with the comprehensive business plan of Accenture.
e. Corporate culture and communication
Accenture nurtures various corporate cultures and the first one is focusing on people.
This is characterized by a strong commitment to employee development. Simultaneously, the
company's dedication extends to enhancing the world’s communities and environment, all
within the framework of building a more resilient and sustainable enterprise for both present
and future generations. At its core, Accenture nurtures a culture that challenges its workforce
to consistently exhibit a proactive problem-solving approach and encourages a "can-do"
attitude. This culture thrives within a cooperative and mutually supportive work environment,
emphasizing the integral role employees play in driving the company's continued success.
Additionally, Accenture places a strong emphasis on creating solid relationships with
its clients with the aim of empowering clients to achieve high-performance business outcomes.
The foundation of these relationships is built on the establishment of long-lasting partnerships
and a reliable commitment to continuous responsiveness to client requirements. Accenture
actively fosters relationships through a collaborative approach, where open communication and
shared learning experiences are integral. This client-centric culture is the driving force behind
delivering outstanding services to clients regardless of where they conduct their business.
The last fundamental corporate culture of Accenture is integrity and respect. The
company recognizes its employees’ diversity and their distinctive contributions, and always
tries to foster a trustworthy, open, and inclusive environment. Every person is treated in a way
that aligns with Accenture's core values. Most firms place a high value on integrity and lOMoARcPSD| 38841209
Accenture represents this by“being ethically reliable, honest”and consistently inspiring trust
through transparent and direct communication, aligning actions with commitments, and taking
accountability for one's actions.
Besides those cultures above, Accemture also places a high value on communication.
Regarding this area, Accenture includes a diverse combination of formal and informal
techniques. Formal communication channels, such as electronic mails and meetings, serve as
the primary means for“official announcements, procedural updates, and other business-related
information.”On the other hand, informal communication, which includes casual conversations
among coworkers, fosters interpersonal relationships and contributes to a collaborative environment at work.
In the context of vertical communication, information flows both upwards and
downwards within the organization. Upward communication involves subordinates providing
feedback or information to superiors, while downward communication occurs when the
transmission of information is from superiors to subordinates. Horizontal communication is the
exchange of information among employees who occupy the same level of hierarchy, while
diagonal communication is the interaction between different divisions and levels of hierarchy.
Accenture also places significant emphasis on internal and external communication.
Internal communication focuses on information exchange within the firm, facilitating a
transparent and well-informed workforce. External communication, on the other hand, includes
interactions between the company and"external entities such as clients, vendors, and regulatory bodies.
Furthermore, as part of the hiring process, Accenture also creates a comprehensive
communication assessment to evaluate applicants’ English language proficiency which
includes various dimensions such as“reading, listening, interpretation, vocabulary, verbal
communication, and storytelling. II. Problem 1. Problem
The primary problem in this case revolves around the difficulty of evaluating employees
and ranking them against each other, leading to the ineffectiveness of Accenture's traditional
annual ranking system for evaluating employee performance. This primary problem gives rise
to several secondary problems. Firstly, the evaluation process is accompanied by time-
consuming paperwork, with an estimated 2 million hours per year dedicated to this task alone. lOMoARcPSD| 38841209
Secondly, evaluating employees becomes challenging due to the evolving nature of their goals
and objectives. The multifaceted nature of the work and the pace of change often result in
conflicting and confusing goals, making it difficult to assess performance accurately. Lastly,
there is a notable dissatisfaction among the millennial workforce, as the primary source of
performance feedback is an annual meeting with managers, which is viewed as inadequate and insufficient. 2. Fact
Facts include the substantial amount of time and effort invested in paperwork, as well
as the expressed dissatisfaction among the millennial workforce. These facts provide tangible
evidence of the inefficiency of the current ranking system and its negative impact on both
employees and the organization. 3. Assumption
Assumptions are made based on industry trends and the evolving nature of work,
suggesting that the traditional ranking system may not align well with the changing demands
of the consulting industry. While assumptions lack concrete evidence, they provide a logical
basis for understanding the limitations of the current system. 4. Consequence
a. Temporary consequence
Regarding the temporary consequence, the identified problems can have significant
ramifications for the organization. The inefficiency of the ranking system and the burdensome
paperwork can lead to temporary decreases in employee morale and productivity. Employees
may feel frustrated and demotivated due to the time-consuming and tedious evaluation process.
This can create a temporary negative work environment and hinder collaboration among team
members. Additionally, the dissatisfaction expressed by the millennial workforce, who often
value frequent feedback and recognition, increases the risk of temporary talent attrition. If
employees feel undervalued and unsupported, they may seek temporary opportunities
elsewhere, leading to temporary talent loss for the organization. lOMoARcPSD| 38841209
b. Permanent consequence
When considering the permanent consequences, these problems can have far-reaching
and lasting impacts. An ineffective performance management system can permanently limit
employee development and growth. Without a reliable and accurate evaluation process,
employees may struggle to understand their strengths and areas for improvement, permanently
hindering their professional advancement. This can have a direct and permanent impact on
overall organizational performance, as the growth and success of a company depend on the
growth and success of its employees. III. Potential Alternative
1. Management by objectives (MBO) method a. Definition
The Management by Objectives (MBO) approach is one potential solution that the
organization may want to take into consideration. Participatory goal-setting, action-course
selection, and decision-making are at the heart of MBO. A crucial component of the MBO is
assessing and contrasting an employee's actual performance with the established benchmarks. b. Limit
Management by Objectives (MBO) presents several limitations and considerations
across competence, resources, management preference, social responsibility, and legal
constraints. Regarding competence, MBO operates under the assumption that individuals
possess the necessary skills and competencies to accomplish set objectives. However, the
effectiveness of goal achievement may be hindered if employees lack essential training or
skills. In terms of resources, a shortage of essential resources—be it financial, technological,
or in human resources—can impede the successful attainment of objectives, leading to potential
failure and dissatisfaction. Moreover, the implementation of MBO might lead to a myopic
focus, causing employees to solely prioritize personal objectives over broader organizational
goals, potentially fostering departmental conflicts and isolated efforts. Social responsibility can
also be affected, as MBO might prioritize individual or team goals over broader ethical or social
considerations, potentially leading to actions that conflict with social or environmental
responsibilities. Furthermore, legal restrictions within specific industries or regions might
constrain the goals and objectives a company can set, potentially leading to objectives that do
not align with legal standards in highly regulated sectors like finance or healthcare. As such, lOMoARcPSD| 38841209
navigating these limitations is crucial for the effective implementation of MBO and the
alignment of organizational and societal goals. c. Advantage
Management by Objectives (MBO) offers numerous advantages that foster not only
assured outcomes but also the cultivation of high-level performance among team members.
One of its primary merits lies in effective planning and decision-making, where it merges the
insights, skills, and experiences of both management and subordinates, promoting superior
decision-making and greater involvement in the process. Clear delineation of roles and
responsibilities is a fundamental principle of MBO, ensuring that each employee comprehends
their tasks and the broader organizational objectives, guaranteeing timely goal achievement.
Furthermore, MBO encourages improved communication by providing a platform for
employees to engage in constructive discussions with their managers or supervisors. This active
exchange helps in maintaining effective communication channels throughout the
organizational hierarchy. Additionally, MBO positively impacts employee morale and
commitment. When employees recognize their personal goals align with the company's
objectives, they demonstrate heightened commitment and increased dedication to the
organization. Clarity in job responsibilities and a deep understanding of how individual actions
contribute to MBO further drive improved performance. This approach not only increases
motivation but also provides essential resources to aid managers and staff in achieving better
performance, thereby fortifying the overall success of the organization. d. Disadvantage
Management by Objectives (MBO) offers substantial advantages to businesses, yet its
implementation also bears certain drawbacks that can negatively impact overall business
performance. The limitations of MBO encompass various facets, notably its tendency to
excessively focus on goals, often at the expense of other critical aspects of a company. This
framework typically disregards essential elements such as employee behavior, corporate
culture, a conducive work environment, environmental concerns, and opportunities for
community service and involvement. Additionally, MBO can exert intense pressure on team
members, compelling them to expedite tasks to meet deadlines, potentially sacrificing the
quality of their work. Moreover, this goal-oriented approach can be financially and temporally
burdensome, requiring frequent communication and extensive meetings. Such meetings lOMoARcPSD| 38841209
involve prolonged discussions between managers and staff, which may not always yield
immediate goal completion, demanding additional time for comprehensive assessment and
planning, incurring both financial and time costs. Furthermore, MBO tends to be short-term-
focused, emphasizing immediate objectives over the consideration of long-term organizational
sustainability. The success of MBO implementation is contingent upon acceptance at all levels
within the organization. If any level displays disapproval, the effectiveness of MBO is
compromised. Power imbalances between employees and supervisors can also strain the MBO
process. Though employees and supervisors collaborate on goal setting, conflicts occasionally
arise due to the supervisor's authoritative position, leading employees to set unrealistic goals
due to hesitation in expressing their true opinions about proposed objectives. These drawbacks
underline the multifaceted challenges associated with the application of MBO within a business setting.
e. Process to implement the method
Implementing Management by Objectives (MBO) at Accenture, as an alternative to
traditional performance management systems, involves a series of critical steps and strategies
aimed at fostering a results-oriented culture. Firstly, the process emphasizes the importance of
goal setting and clarity, requiring the establishment of clear, measurable, and achievable
objectives aligned with the organization's overarching vision and strategy. Employee
involvement is pivotal, encouraging staff to actively engage in setting their own goals that align
with the company's objectives. Regular review and feedback mechanisms are put in place to
enable consistent performance evaluation, shifting the focus from past performance to the
accomplishment of predetermined goals. Additionally, the strategy emphasizes the importance
of providing necessary training and resources to empower employees in achieving their
objectives, leveraging technology for real-time goal tracking and monitoring. Rewards and
recognition systems are also integrated, linking staff rewards to their ability to meet goals,
fostering a culture of appreciation and motivation. Continuous improvement remains a key
facet, promoting a dynamic environment that learns from the successes and failures within the
MBO framework, facilitating necessary adjustments for better outcomes. Overall, the MBO
implementation at Accenture prioritizes employee engagement, goal alignment, continuous
feedback, and a culture of achievement and improvement. lOMoARcPSD| 38841209
f. Personnel role and responsibility
Implementing the Management by Objectives (MBO) method involves a diverse range
of personnel, each entrusted with specific roles and responsibilities crucial for the success of
this goal-setting approach within an organization. At the helm, the Leadership and Management
team, comprising top-level executives and team leaders, spearhead the establishment of the
organization's overarching objectives and delineate key results. They are instrumental in
communicating the strategic direction downward, aligning these objectives with the company's
overarching vision and mission. The Managers and Supervisors, situated in middle
management or as team leaders, play a pivotal role in disseminating these objectives to their
respective departments or teams. Working closely with their teams, they collaboratively
develop specific, measurable, achievable, relevant, and time-bound (SMART) goals that
harmonize with the organization's overall objectives. Employees across all levels are
responsible for contributing to the goal-setting process, aligning their individual objectives with
the company's broader strategic aims. Their accountability lies in achieving these objectives
and ensuring that their work significantly contributes to the organization's success. This
demands regular monitoring, self-evaluation, and adaptability to evolving circumstances.
Human Resources (HR) and support functions are crucial in providing guidance and training
to ensure employees comprehend and implement the MBO method effectively. Additionally,
they might aid in developing frameworks and tools for tracking progress and offering real-time
feedback. Moreover, specialized Evaluation and Feedback specialists might be designated to
gather data and feedback on the set objectives. They play a significant role in evaluating
progress, providing timely feedback, and suggesting necessary adjustments or improvements
for successful MBO implementation. g. Outcome
The implementation of Management by Objectives (MBO) can yield several positive
outcomes. Firstly, it can lead to improved employee performance by instilling focus and clarity,
motivating staff to align their goals with the organization's overarching aims. Moreover, MBO
facilitates better alignment with corporate objectives, ensuring that individual and team goals
directly contribute to the company's strategic success. This system also enhances accountability
by establishing clear, measurable goals, fostering a culture where employees take responsibility
for their actions and outcomes. The frequent performance reviews and check-ins integral to
MBO foster improved feedback and communication, creating an environment conducive to lOMoARcPSD| 38841209
ongoing learning and development. Additionally, MBO's adaptability permits goal adjustments
in response to changing conditions, enabling employees to better navigate evolving business
landscapes. Employees' active involvement in creating their goals can boost motivation and
engagement, positively impacting dedication and job satisfaction. However, challenges may
arise from setting excessively high standards, potential conflicts between personal and
organizational goals, or the risk of overemphasizing numerical targets at the expense of
qualitative performance elements.
In the case of Accenture, measuring the success or failure of the Management by
Objectives (MBO) method entails evaluating various aspects of the performance management
process. Successful implementation of Management by Objectives (MBO) relies on several key
performance indicators (KPIs) and methods to measure its effectiveness. Goal Attainment
stands as a primary metric, emphasizing the achievement of predetermined targets by staff
members or teams, signifying the successful application of the MBO approach. Equally
significant is the Quality of Objectives, emphasizing the importance of measurable, achievable,
and congruent goals aligned with the organization's overarching objectives to enhance the
MBO system. Feedback and Adaptability play a pivotal role in MBO's success, advocating for
a robust feedback loop between managers and employees, empowering staff to elevate their
performance based on real-time feedback. Employee Engagement and
Satisfaction are crucial aspects, with high levels signifying successful application. Evaluating
Performance Improvement is vital, measuring the enhanced productivity, project outcomes,
efficiency, and innovation brought about by the MBO approach. Additionally, the assessment
of Adaptation and Cultural Shift within the organization from traditional performance
management to a culture of performance achievement is a fundamental marker of successful
MBO implementation. Lastly, Client Satisfaction and Business Impact serve as the ultimate
measure, depicting the impact on customer satisfaction and overall business performance,
marking success if MBO enhances service quality and positively influences the bottom line. 2. BARS method
The BARS method is an effective method that Accenture can take into consideration. a. Definition
A BARS is a tool for evaluating employees across a set of performance dimensions by
comparing their behaviors to specific behavior examples that anchor each performance level,
typically on a five--, seven-, or nine-point scale. lOMoARcPSD| 38841209
These behaviors can be defined using the critical incident technique (CIT) or other job
analysis methods. Subject matter experts identify different outcomes by describing specific
incidents and behaviors that result in those outcomes.
b. Limitations and considerations
Here are some limitations and considerations for BARS in terms of competence,
resources, management preference, social responsibility, and legal constraints. The first one
that can be mentioned is Competence, which is Expertise and training. BARS implementation
requires training and expertise in developing and applying these scales. Not all employees or
managers are capable of developing or evaluating them. Developing BARS can be time-
consuming because it involves gathering behavioral data, creating scales, and training raters.
This process may be difficult for smaller businesses with limited resources. The second one is
the Preference for Management, which is Change Resistance. Some managers and employees
may be resistant to the transition from traditional performance evaluation methods to BARS.
They may prefer methods with which they are more familiar. Follow is Social Responsibility.
BARS can be susceptible to the biases of those creating the scales. They can perpetuate biases
in performance evaluation if not developed carefully and with diversity in mind, which is
contrary to the principles of social responsibility. Lastly, Legal Restrictions are also something
that should be taken into consideration. Using BARS necessitates paying close attention to legal
compliance. If the scales or the evaluation process discriminate against certain protected
groups, it can lead to legal challenges, so BARS must be designed and used indiscriminately. c. Advantage
The behaviorally anchored rating scale is an excellent tool for improving the
performance of your employees or trainees as well as the overall performance of your business.
Here are some of the advantages of the BARS. First of all, these rating scales are extremely
trustworthy and reliable. Even when multiple people rate an individual's performance, the
numerical ratings remain consistent. This is because performance against specific behaviors is
being measured. The individual either demonstrates these or does not.
BARS method is also clear for everyone to update. Because certain behaviors are outlined in
the scale, it is clear whether the person is exhibiting them. On this scale, there is little room for
debate because everything is laid out. As BARS is designed extremely accurately, errors are
unlikely to occur. It is unlikely that you will make a mistake when comparing an individual to lOMoARcPSD| 38841209
the performance dimensions. This accuracy only adds to the test's dependability. Another
advantage that can be mentioned is objective. Many performance management processes are
criticized for being too subjective. This method of rating performance is completely objective
and could not be more dissimilar. This is a great way to remove yourself as the person's manager
and evaluate them objectively. Not all performance appraisals include only relevant factors to
the position being appraised. They frequently take a one-size-fits-all approach, which does not
work well for the majority of job roles. And lastly, employees understand where they can
improve. As each dimension is rated, employees know what they need to work on to improve
their score the next time. To return to our previous example, a doctor who did poorly in a
bedside manner can improve their patient empathy before their next evaluation. d. Disadvantages
However, rating performance is never easy, and the behaviorally anchored rating scale
is no exception. This method does have some disadvantages. Although it is wonderful that each
appraisal is tailored to the individual employee, this takes time and costs a lot of money. The
cost of time alone makes this appraisal process prohibitively expensive, especially for large
corporations with many employees. The BARS method can sometimes be hard to implement
because it’s Manager Buy-In. If one manager in the organization is not interested in conducting
this process, it will not be completed. Adding all of the detailed information takes a lot of time
and dedication. Besides, some performance dimensions can appear eerily similar or even
completely overlap. This makes rating people on these dimensions difficult, and there may be
a lack of discriminant validity.
e. Process to implement the method
To implement the Behaviorally Anchored Rating Scale (BARS) method at Accenture
or any other organization, you must first, identify job behaviors: This would entail
understanding the key behaviors that lead to high job performance in areas such as consulting,
strategy, digital, technology, and operations in the case of Accenture. Following up, you should
develop behavioral examples. Make a list of behavioral examples representing various levels
of performance for each identified behavior. Calibration and training should also be considered.
Ensure that managers and employees are familiar with the BARS method and how to apply it
effectively. Hold training sessions to ensure that everyone is on the same page. Throughout the
working time, performance evaluation should also be done properly. During the performance lOMoARcPSD| 38841209
evaluation process, managers or supervisors observe and assess employees' behaviors based on
the established BARS. After the evaluation, provide employees with feedback and coaching on
their performance. To decrease the chance of getting lost and confused, you must document
performance. Ensure that performance ratings and feedback are documented properly.
Implementing regular check-ins or reviews throughout the year to track employees' progress
and offer continuous feedback will help improve the performance of the employees. As time
passes, technology has been developed and people now can make good use of it. Therefore,
incorporating technology is also a good idea. Accenture emphasizes the use of real-time
feedback tools and technologies. Implement software or platforms that make performance data
collection and analysis easier. Lastly, encourage a performance achievement culture. Create a
work environment in which employees are encouraged to focus on achieving high performance
rather than dwelling on past mistakes.
f. Personnel role and responsibility
The Behaviorally Anchored Rating Scale (BARS) method implementation is a team
effort involving a variety of staff members, each with distinct duties to guarantee its success.
The HR Team assumes the essential responsibility of designing and developing BARS,
collaborating closely with Subject Matter Experts to specify and enhance the intended
behaviors for assessment. Supervisors and managers are in charge of monitoring worker
performance, completing assessments, and giving insightful criticism and coaching. Through
their own evaluation of their own performance, employees actively participate. The HR
Technology Team is in charge of putting in place the technology required to support the BARS system.
In order to ensure that ratings are equitable and consistent across assessments,
Calibration Committees play a crucial role. In addition to providing crucial oversight and
support, executives and leadership work to promote the process and emphasize its significance
within the company. The BARS method is examined by Legal and Compliance Teams to make
sure it conforms with all applicable laws and regulations. With 360-degree feedback, which
provides a thorough assessment of a worker's performance, peers and coworkers can offer
insightful comments. Lastly, in order to guarantee that everyone involved comprehends and is
able to engage in the BARS process, Training Facilitators are essential in running training
sessions. This cooperative strategy guarantees the successful application of BARS and supports
the ongoing enhancement of worker performance inside the company. lOMoARcPSD| 38841209
BARS can be used to assess and rate employees' job behaviors and achievements during
the annual or periodic performance appraisal process.
Performance appraisals are frequently conducted in a formal setting, either in person or via
virtual meetings, in which managers discuss an employee's performance and set goals for the upcoming period. g. Outcome
Behaviorally Anchored Rating Scales (BARS) can be used to achieve several beneficial
goals. Through the provision of precise and useful feedback, it facilitates objective performance
evaluation and encourages improved employee performance. Through improved internal
communication and the alignment of individual efforts with corporate objectives, this process
encourages ongoing learning and development within the organization. Opportunities for career
advancement and promotion consequently become more apparent. BARS facilitates data-
driven decision-making, which raises employee satisfaction and engagement and helps
employers retain top talent. Customized feedback and development plans are made easier by
it, which boosts talent management effectiveness and efficiency while ensuring that the
company keeps up with market trends.
In the case of Accenture, measuring the success or failure of the Behaviorally Anchored
Rating Scale (BARS) method entails evaluating various aspects of the performance
management process. Here are some key performance indicators and methods for measuring
BARS implementation success. Measuring the impact of the Behaviorally Anchored Rating
Scales (BARS) method involves a range of critical metrics. First and foremost, it's critical to
continuously track and observe both team and individual performance. To understand
employees' experiences with BARS, it is essential to collect feedback from them via
satisfaction surveys. Effective leadership requires evaluating managerial proficiency in
applying BARS, giving feedback, and mentoring staff members. To ensure fairness and
objectivity, it's important to examine the consistency of ratings across different managers and teams.
Objective performance metrics, such as project completion rates, client satisfaction
scores, and revenue growth, offer quantifiable measures of BARS's impact on the organization.
Monitoring the rates of promotion and retention can shed light on BARS's effectiveness in
developing its talent. Additionally, evaluating client feedback and its association with superior lOMoARcPSD| 38841209
job performance, as determined by BARS, demonstrates the impact of the method on successful client relationships.
High participation rates in employee development signify success in nurturing talent
while measuring BARS's alignment with company goals and its contribution to data-driven
decision-making is vital. Assessing whether the resources used to implement BARS are
worthwhile in light of enhanced performance and additional advantages is possible with the aid
of a return on investment (ROI) analysis. Last but not least, achieving performance goals
supported by BARS can have a big impact on an organization's capacity for innovation and
adaptation to shifting market trends and obstacles, underscoring its relevance and adaptability
in the dynamic business environment.
3. 360 degree feedback method
360 Degree Feedback is another famous job performance management which has many
advantages that could improve Accenture’s problems. a. Definition
360 degree feedback is defined as a method that collects performance information not
just from the supervisor but from anyone else who might have firsthand knowledge about the
employee’s performance behaviors. There are some sources of information such as the
employee’s subordinates, peers, and customers. Moreover, a special characteristic of 360
degree feedback is that the comment can be anonymous. b. Advantage
The 360 degree method has expressed a variety of advantages. Initially, the method
gives a more complete assessment. By collecting feedback from so many different sources, the
manager can have a better picture of your employee's work with objective vision. It will not
only be a performance that the manager sees but also the opinion about how that employee
works in a relationship with colleagues, partners, customers, etc. Furthermore, a balanced
comprehensive examination of performance will be demonstrated during 360 degree feedback.
Because the company asks the employee to provide ratings of his or her own performance. As
a result, it provides a more balanced and comprehensive examination of performance. With the
big picture from different people about how the employee performs, it makes the employees
themselve see how others see them. This method develops a better sense of how their lOMoARcPSD| 38841209
performance may be deficient in the eyes of others and exactly where they need to focus their
energies to improve. Lastly, because the review is anonymous feedback so the reviewer feels
more comfortable in giving comments. c. Disadvantage
On the other hand, this method still has some disadvantages. The significant
disadvantage is time consuming. Because this method requires gathering information from
many sources, the time taken by all parties is multiplied. With the manager’s busy schedules,
it may struggle for the manager to organize the timetable to collect all the reviews. Before
applying this method, the manager needs to consider if it is worthy to invest time on this
method. However, there are still a lot of managers who still think it is worth it to apply. The
variety of information sources not only leads to the time consuming but also the ambiguity in
information sources. Ratings vary across sources due to the doubt in the prestige of the sources.
Moreover, it is needed to consider the problem of unclear how the information from the various
sources should be weighted. It also might not be as accurate as we expected. The biased
evaluations may occur if they believe that the information will be used for compensation, as
opposed to just skill development or reviewers may be unwilling to provide negative
information if they believe it will harm the person being rated.
Generally, the 360 degree method is best suited to developing employee talent,
especially if the feedback is accompanied by coaching about how to improve the areas
identified as points of concern.
d. Process to implement the method
To start the process of applying a 360 degree feedback method, a company needs to
define what are the purposes of applying this method, is it suitable or worth it to spend time,
money, resources to operate this method. Next, the company figures out the tool, instrument,
standard, etc. For instance, the company needs to choose how they can collect the feedbacks
(from interviews, surveys,etc), who the company will gather the information (customers,
colleagues, partners, etc) or what is the questionnaire to evaluate the job performance of
employees. Then in the application process, after collecting and gathering the information, the
manager will have the report of performance and then provide feedback to their employees. It
is important to develop the action plans based on the report to improve the performance and lOMoARcPSD| 38841209
follow it up with the regular check-in, support, adjustment to help individuals achieve their goal.
e. Personnel role and responsibility
Different people will have different responsibilities in ensuring the success of
application. About the Human Resource Department and Talent Management Team, their roles
are designing and overseeing the implementation process. They need to research and choose
the appropriate feedback tool/ instrument, the confidentiality and anonymity of the reviewers.
After that, it is vital to provide guidance, ensure compliance with policies by communicating
the purpose, benefits, and process. Lastly, when gathering all the feedback, they have to analyze
aggregated data and publish the reports.
With the managers and supervisors, the explanation of the objectives of the 360-degree
feedback process to their teams is necessary. Because the information is collected from many
sources, it is also essential to select raters who can provide valuable feedback and to set up a
supportive and open culture where feedback is encouraged and valued. With the report of
performance, managers and supervisors will conduct feedback sessions and guide them in
creating action plans for improvement.
For the participants, they need to actively participate in self-assessment. When
receiving the result of job performance, they should discuss the results clearly with the
managers and create action plans based on managers’ advice. With the action plan, they must
put effort on it, follow it actively to receive the best improvement.
Ultimately, the raters such as supervisors, peers, subordinates, and external stakeholders
play significant roles in the system based on many sources of information like the 360 degree
feedback system. The raters must provide fair, objective and constructive feedback on time
based on their observations and interactions with the reviewee. Also, it is a great thing when
the raters can be opened to discuss the feedback they provided in required situations. IV.
Accenture’s management app 1. Characteristics
Now let’s point out some characteristics of this app. Firstly, it is an app that have the
Voice recognition that works on mobile devices. Not only can record voice ability, it also can
upload data including text inputs, file attachments, sketches, notepad photographs and hand
written notes. This app was created to focus on evaluating each employee in their specific role. lOMoARcPSD| 38841209
Instead of annual job performance reviewing, it is a weekly loop that allows managers and their
employees to communicate regularly and openly. With the mobile characteristics that help
employees send the feedback conveniently, it includes real-time feedback, mobile technology,
continuous improvement, and a forward-looking approach to performance management. 2. Advantage
With these beneficial characteristics, it possesses a lot of advantages. It is undeniable
about the convenient and easy to access of this app. Employees use the app whenever they wish
to ask for and receive immediate feedback from coworkers. A storage of up-to-date information
will be helpful. Furthermore, this app improves the availability of communication channels
across the company and encourages staff to share information across in a simple and easy
manner. The smooth interaction obviously boosts real-time interaction which is a vital factor
when solving problems for employees and Increases the level of communication between
management and subordinates. The continuous system gives the direct and constant interaction
from both manager/supervisor and the employee which is somewhat difficult to achieve in the
old system. By collecting the newest information from many people with different positions
such as customers, colleagues, partners, the bias is eliminated. In this app, the employees’
status, financial rewards, promotion or even employability is decided upon these rating systems
which are controlled by that person who can exercise gross misconduct and bias. The result
concludes the previous achievements, the exceptional and unique contribution of the employee
throughout the year so the manager is provided a much deeper and comprehensive data and
eliminates bias. With the enormous storage of information by receiving valuable feedback and
reflection from employees to update individual performances, the manager can compare it
against the organizational standards. The app is not only reviewing the employees but also the
managers so if there is any problem, it helps to promote supervisors and managers to change
dramatically and timely.Lastly, an important objective of any company is to get the customers;
loyalty so this app with frequently feedback will ensure that customers receive unparalleled
service and enhance the overall growth of the company in long run. 3. Disadvantage
However, everything has its own negative aspects. The first disadvantage is it decreases
employee motivation and morale. The employees may feel stressed, unmotivated or
overworked when receiving too much negative feedback in a short period of time. Moreover, lOMoARcPSD| 38841209
implementation fees and ongoing licensing fees are costly which is an obstacle for companies.
The software challenges are a serious disadvantage. If the review process doesn't work as
efficiently and smoothly as expected, it negatively impacts the whole program. The technical
problems result from the bad experience of the employee in the reviewing process. Then, with
the change in the method that had operated for a long time, it takes time and effort to get used
to the new system. To a company with about 400,000 employees, such a change to its internal
operations was a very big deal.
4. Process to implement
To operate this app, the company has done some process. Firstly, the human resources
department collaborates with Fjord - a part of Accenture Achievement to apply human-centered
and experience design to the concepts. Then, the collaboration of the human resources
department and IT organization play important roles. These two departments design
Performance Achievement, a new performance management approach. They develop the
functional and technical requirements and then design front-end custom development. The
global IT development teams used a responsive framework to develop the back end, holding
daily scrums and moving from releases every few months to monthly. 5. Outcome
With this app, it may lead to some positive outcomes and negative outcomes. With
positive effect, the launching of new, innovative features aligned with providing continual, real-
time feedback results in real-time performance. Another positive outcome is high availability
and speed. The app is enabled cloud-centric architected solutions to ensure designs included
fail-forward and self-recovery mechanisms, resulting in zero downtime. Moreover, re-
architected the core service engine ensures performance optimization, resulting in significant
speed improvements, with feature-rich functions. Luckily, the app performs the result of
operational excellence. It reduces operating cost by 10% year over year, despite the increase in
functionality and up-time needs. Revamped operating procedures to provide best-in class,
resulting in response times within minutes
How could the company measure the outcome of the app to determine whether it is a
success or a failure? Initially, we can observe the number of people who visit the app daily,
weekly, monthly, etc. to reflect the convenience, helpfulness of the app. The higher the number
of people who visit, the more acceptance of employees to the app. Besides, the manager also lOMoARcPSD| 38841209
sees the effectiveness of the alternative in employee mood, performance, connection with
colleagues,etc. or improvement in job performance. In conclusion, the probable outcomes
include improved employee performance, higher engagement, more efficient performance
evaluation, and a positive impact on the predominantly millennial workforce. Success can be
measured by improved employee mood and increased adoption of the app for feedback.
6. The application of performance management system in Accenture’s management app
Firstly, the 360 degree feedback is applied in the management app. Real-time feedback
that is collected from a variety of people demonstrates a big picture of employee performance
and then increases the correction of the performance ranking process. By enhancing the
correction in the reviewing process, it also increases the satisfaction by collecting feedback and
reviewing, evaluating employees based on different sources of information.
Moreover, the MBO method is also used by evaluating each employee in their specific
role with the different sets of standards. By that way, it is a decrease in conflict and confusion
based on the flexibility to the multifaceted nature of the goals and objectives and then decrease
the difficulty in evaluating employees with evolving goals. CONCLUSION
Through the case, it is figured out how important is the job performance ranking system.
With a big corporation such as Accenture, this aspect is even more essential. A performance
management system affects directly to motivation, loyalty, morale, and relationship with others
of the employees. And in the long term, it will impact the performance of the company.
However, there is no optimal system for every company. The suitability of a job performance
management system is influenced by many factors from both external and internal. Some
external factors from the environment can be mentioned such as culture, social, political
atmosphere, etc. Besides, the decision of the management system is also affected by internal
elements from the company itself: resources, capabilities, objectives, energy, etc. After the
consideration and research, it is recognizable that the management app that is an efficient
solution to solve the problem for Accenture based on the condition of Accenture and the
choosing in job performance management approach. lOMoARcPSD| 38841209 REFERENCE
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