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The use of dashboards in performance management : evidence from sales managers

By Oana Velcu and Ogan Yigitbasioglu


The purpose of this paper is to identify and empirically examine the key features, purposes, uses, and benefits of performance dashboards. We find that only about a quarter of the sales managers surveyed1 in Finland used a dashboard, which was lower than previously reported. Dashboards were used for four distinct purposes: (i) monitoring, (ii) problem solving, (iii) rationalizing, and (iv) communication and consistency. There was a high correlation between the different uses of dashboards and user productivity indicating that dashboards were perceived as effective tools in performance management, not just for monitoring one‟s own performance but for other purposes including communication. The quality of the data in dashboards did not seem to be a concern (except for completeness) but it was a critical driver regarding its use. This is the first empirical study on performance dashboards in terms of adoption rates, key features, and benefits. The study highlights the research potential and benefits of dashboards, which could be valuable for future researchers and practitioners

Topics: 150100 ACCOUNTING AUDITING AND ACCOUNTABILITY, Dashboards, Performance Measurement, Performance Management, Presentation Format, Display Format, Visualization, Graphs
Publisher: University of Huelva, Rutgers University
Year: 2012
DOI identifier: 10.4192/1577-8517-v12_2
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