Assessment of Organizational Performance in Paper ...

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Hassan, Mohammad Nurul. and Hawas, Yaser E. and Ahmed, Kamran. (2013). ... Gholam Reza. and Hosseinzadeh Lotfi, Farhad. and Izadikhah, Mohammad.
Assessment of Organizational Performance in Paper Products Manufacturer Company using Balanced Scorecard and TOPSIS Hamidreza Feili Assistant Professor, Department of Industrial Engineering, Karaj Branch, Islamic Azad University, Karaj, Iran ([email protected])

Mojtaba Qomi B.Sc., Department of Industrial Engineering, Karaj Branch, Islamic Azad University, Karaj, Iran ([email protected])

Shayan Akbari B.Sc. Student, Department of Industrial Engineering, Karaj Branch, Islamic Azad University, Karaj, Iran ([email protected])

Sepideh Madani Mohammadi B.Sc. Student, Department of Industrial Engineering, Karaj Branch, Islamic Azad University, Karaj, Iran ([email protected])

Hossein Asadipour B.Sc. Student, Department of Industrial Engineering, Karaj Branch, Islamic Azad University, Karaj, Iran ([email protected])

Abstract During three decades ago, a collection of new technologies and discussions have come up as like as assessment of organizational performance for developing management in all organizations. Balanced scorecard is one of the instrument that is used for assessing organizational performance. This technique helps the organization to arrive to its purpose by focusing on organizations strategies and making logical relationship with all organizational dimensions. By application of expert's opinions alongside with BSC, we get usage of decision-making strategy as TOPSIS. In this research, one paper products manufacturer company in Iran is studied. This company activity is limited to production of Kleenex, paper towel, and fruit packaging paper. BSC and TOPSIS methods has been used to improve organizational performance in paper products manufacturer company. Finally, total performance score will be calculated by multiplying the global weights and scale values of performance indicators and then by summing the resulting performance levels. These results can be effective in assessing organizational performance in the mentioned company. Keywords: Paper Products Manufacturer Company, Balanced Scorecard, TOPSIS. Page 1 of 14

Introduction There are many strategic control techniques and methods aimed at evaluating – from a strategic management perspective – the results of the activities carried out by a business (Eren, 2002; Dinçer, 2004; Ülgen and Mirze, 2004). One of the methods enabling periodical and systematic system controls is the Balanced Scorecard (BSC) system developed by Kaplan and Norton (1992, 1996a). Balanced Scorecard enables expression of the vision and strategies of a business in terms of performance indicators and thus ensures establishment of the framework required for strategic measurement and management system. While underlying that traditional financial indicators are important, BSC suggests that financial indicators prove to be insufficient in explaining the business performance when they only contain the information related with the incidents that have taken place in the past. In the light of this thought, Kaplan and Norton (1996b) proposed BSC system that enables integration of the measurements regarding the past business performance with the measurements regarding the elements that will bring future performances. Kaplan and Norton (1996a) presented four perspectives that need to be balanced in performance measurement: financial, customer, internal business process and learning and development perspectives. On the basis of this approach proposed by BSC, not only financial lagging indicators but also leading indicators such as customer, internal business process and learning and development perspectives are taken into consideration in strategic management process. Therefore, BSC acts as a strategic management system rather than an operational system that gives tactics only (Kaplan and Norton, 1996a). However, it is discussed that BSC approach has some deficiencies on a methodological basis (Abran and Buglione, 2003; Leung et al, 2006; Lee et al, 2008; Yüksel and Dağdeviren, 2007). These deficiencies are in the method to be used in consolidating BSC perspectives or the performance indicators which act as different measurement units under each BSC perspective; the method to be adopted in determining the contribution to be made by each perspective on the performance (Abran and Buglione, 2003; Lee et al, 2008); the relative weights or importance of the performance indicators under each perspective and; the method to be used in calculating the business performance with a holistic quantitative approach (Leung et al, 2006). There are some studies, though limited in number, that focused on such discussions related with the methodological aspect of BSC and tried to suggest possible answers for these discussions with the help of multi-criteria decision-making techniques (Sohn et al, 2003; Ravi et al, 2005; Leung et al, 2006; Yüksel and Dağdeviren, 2007; Lee et al, 2008; Feili et al, 2016b). In this research, one paper products manufacturer company in Iran (Alborz province) is studied. This company activity is limited to production of Kleenex, paper towel, and fruit packaging paper.

Research Methodology Balanced Scorecard (BSC) The Balanced Scorecard (BSC) is a rather recent development in managerial accounting (Ittner and Larcker, 2001). Kaplan and Norton (1992) introduced the BSC as a performance measurement and reward system that helps link operational performance measures to the implementation and monitoring of strategy. The BSC typically consists of four sets of measures: financial, customer, internal processes, and learning and growth. Though the BSC is a compelling innovation because it incorporates strategy, process, and managers to provide an integrated system of planning and control (Atkinson et al, 1997), there is really very little credible academic evidence that it delivers enhanced performance, even on its own value-terms (see Nørreklit, 2000). Researchers have examined various explicitly cognitive biases found in the use of the BSC. Lipe and Salterio (2000) identified a common measures bias in the BSC where superiors ignore unique performance measures in favor of measures common to subordinates being evaluated. Subsequent studies have examined approaches to mitigate the common measures bias such as the use of strategically linked performance measures and strategy maps (Banker et al, 2004; Humphreys and Trotman, 2011), knowledge and training (Dilla and Steinbart, 2005), assurance and process accountability (Libby et al, 2004), and disaggregation of the assessment process (Roberts et al, 2004). Other biases examined when the BSC is used for performance evaluation include a ‘selective Page 2 of 14

attention to strategy effectiveness’ bias (Wong-On-Wing et al, 2007), likeability bias (Kaplan et al, 2008), bias from BSC information organization (Cardinaels and van Veen-Dirks, 2010; Lipe and Salterio, 2002), and evaluator ambiguity intolerance (Liedtka et al, 2008). Cognitive biases have also been considered in the use of the BSC for strategy development and evaluation. Tayler (2010) examines the influence of motivated reasoning on projects evaluated under the BSC (Upton and Arrington, 2012; Feili et al, 2016c). TOPSIS Method The technique for order performance has similarity to the ideal solution (TOPSIS) method which is a method used to solve the multi-criteria decision making (MCDM) problems, which were first developed by Hwang and Yoon in 1981 (Olson, 2004; Wu and Olson, 2006; Jahanshahloo et al, 2006; Hung and Chen, 2009; Tsai et al, 2008; Balli and Korukoglu, 2009; Karimi et al, 2010; Abdul Rahman, 2012). The primary concept of the TOPSIS method is that the preferred alternative should not only have the shortest distance from the positive ideal solution (PIS), but also have the farthest distance from the negative ideal solution (NIS) or nadir. TOPSIS is one of the MCDM approaches used where the weighting criteria for the choice of the most adequate is exogenously defined (Feng and Wang, 2001; Pirdavani et al, 2010; Hassan et al, 2013; Bilbao-Terol et al, 2014; Chen et al, 2014; Wang et al, 2014; Barros and Wanke, 2015; Wanke et al, 2015). Its basic principle assumes that the chosen alternative should simultaneously have the shortest distance from the positive-ideal solution and the farthest distance from the negative-ideal solution (Hwang and Yoon 1981; Ertuğrul and Karakaşoğlu, 2009; Feili et al, 2016a). More precisely, the positive-ideal solution is the one that maximizes the benefit and simultaneously minimizes the total costs. On the contrary, the negative-ideal solution is the one that minimizes the benefit and simultaneously maximizes the cost (Lai et al, 1994; Wu et al, 2010). The step by step procedure of TOPSIS is given as (Tyagi et al, 2014): Step 1: Generate an evaluation matrix by considering of ‘y’ alternatives and ‘z’ criteria, with the intersection of each alternative and criteria given as xij , we therefore have a matrix (xij ) y×z

(1)

Step 2: Normalize the matrix (Xi j)yxz to convert into the matrix R=(nij)yxz using the normalization formula given as: 𝑛ij =

xij

(2)

y √∑i=1 xij2

Step 3: Determine the weighted normalized decision matrix D = (𝑑𝑖𝑗 )yxz = ( 𝑤𝑗 𝑛𝑖𝑗 )𝑦𝑥𝑧´ 𝑖 = 1.2 … . 𝑦

Step 4: Find out the Positive and Negative ideal solutions

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𝐴+ = {(

𝑚𝑎𝑥 𝑚𝑖𝑛 𝑑 |𝑗 ∈ 𝐽) . ( 𝑑 |𝑗 ∈ 𝐽′) 𝑓𝑜𝑟 𝑖 = 1.2. … . 𝑦} = {𝑑1+ . 𝑑2+ . … . 𝑑𝑗+ . … . 𝑑𝑧+ } 𝑖 𝑖𝑗 𝑖 𝑖𝑗

(3)

𝐴− = {(

𝑚𝑎𝑥 𝑚𝑖𝑛 𝑑𝑖𝑗 |𝑗 ∈ 𝐽) . ( 𝑑 |𝑗 ∈ 𝐽′) 𝑓𝑜𝑟 𝑖 = 1.2. … . 𝑦} = {𝑑1− . 𝑑2− . … . 𝑑𝑗− . … . 𝑑𝑧− } 𝑖 𝑖𝑗 𝑖

(4)

Where, J = {𝑗 = 1.2. … 𝑧|𝑗 𝑎𝑠𝑠𝑜𝑐𝑖𝑎𝑡𝑒𝑑 𝑤𝑖𝑡ℎ 𝑡ℎ𝑒 𝑏𝑒𝑛𝑖𝑓𝑖𝑡 𝑐𝑟𝑖𝑡𝑒𝑟𝑖𝑎} J´ = {𝑗 = 1.2. … 𝑧|𝑗 𝑎𝑠𝑠𝑜𝑐𝑖𝑎𝑡𝑒𝑑 𝑤𝑖𝑡ℎ 𝑡ℎ𝑒 𝑐𝑜𝑠𝑡 𝑐𝑟𝑖𝑡𝑒𝑟𝑖𝑎}

Step 5: Calculate the distance/separation from: Positive Ideal Separation 𝑧 𝑆𝑖+ = √∑𝑗=1 (𝑑𝑖𝑗 − 𝑑𝑗+ )2

, i = 1,2, … , y

(5)

, i = 1,2, … , y

(6)

Negative Ideal Separation 𝑧 𝑆𝑖− = √∑𝑗=1 (𝑑𝑖𝑗 − 𝑑𝑗− )2

Step 6: Calculate the Relative closeness coefficient to the Ideal Solution 𝐶𝐶𝑖+ =

Sj− (Sj+

+

Si− )

.

0 < 𝐶𝐶𝑖+ < 1. i = 1.2. … . y

(7)

𝐶𝐶𝑖+ = 1 𝑖𝑓 𝐴𝑖 = 𝐴+ 𝐶𝐶𝑖+ = 0 𝑖𝑓 𝐴𝑖 = 𝐴−

The rank of considered alternatives can be decide, according to the descending order of CCi∗.

Findings This research has been done according to the following steps: Step 1: A vision was determined by the expert team established at the beginning of the implementation and the business vision was expressed as "Becoming a preferred market brand". Step 2: Strategies required for the achievement of the business vision were determined. At the end of this step, the following strategies were decided to be pursued:  Strategy 1 (S1): To design products based on customer requirements.  S2: To adopt new technologies to be used in production phase and to continuously increase product quality.  S3: To improve after-sales service quality by widening service network. Step 3: BSC perspectives and performance indicators were defined (Table 1). It is necessary to mention that Balanced Scorecard is a model and it should be developed according to the special modes of an organization. Also, the number of its perspective can be less or more, BSC is not limited to only four perspectives (financial, customer, internal business process, learning and growth). In this research, "supply chain perspective" and "social accountability perspective" has been added.

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Table 1. BSC perspectives and performance indicators BSC perspectives Performance indicators Financial (P1) Cash flow (P11) Total assets (P12) Debts (P13) Customer (P2) Market share (P21) Response rate (P22) Sales volume (P23) Internal business process (P3) Percentage of waste (P31) Check times of inventory (P32) Research and development costs (P33) Learning and growth (P4) Staff productivity (P41) Per capita educational investment (P42) Motivation (P43) Supply chain (P5) Time for planning and forecasting (P51) Total cost of delivery (P52) On time delivery (P53) Social accountability (P6) Private sector development (P61) Internationally accepted standards (P62) Organization participation in social problem solving (P63)

Step 4: local weights of the strategies, BSC perspectives and performance indicators are calculated. By using views of experts prioritizing the Strategies is done by using software TOPSIS. Results obtained from TOPSIS software are given in Chart 1 and Table 2.

Chart 1. Strategies local weights (using TOPSIS software)

Strategies Weight

Table 2. Strategies local weights S1 S2 0.374 0.289

S3 0.337

After the determination of the strategic priorities, BSC perspective weights were defined on the basis of these strategies. Results obtained from TOPSIS software are given in Charts 2-4 and Tables 3-5.

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Chart 2. Local weights of BSC perspectives with respect to S1 (using TOPSIS software)

BSC perspectives Local weight

Table 3. Local weights of BSC perspectives with respect to S1 P1 P2 P3 P4 0.161 0.225 0.269 0.132

P5 0.105

P6 0.108

Chart 3. Local weights of BSC perspectives with respect to S2 (using TOPSIS software)

BSC perspectives Local weight

Table 4. Local weights of BSC perspectives with respect to S2 P1 P2 P3 P4 0.267 0.335 0.169 0.097

P5 0.070

Chart 4. Local weights of BSC perspectives with respect to S3 (using TOPSIS software)

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P6 0.062

BSC perspectives Local weight

Table 5. Local weights of BSC perspectives with respect to S3 P1 P2 P3 P4 0.381 0.171 0.152 0.087

P5 0.122

P6 0.087

Global weights of BSC perspectives were calculated as follows, by multiplying the weights listed in Tables 3-5 with the strategy weights:

WBSC

P1 0.266 P2 0.239 P3 0.202 = = P4 0.106 P5 0.1 [P6] [0.087]

In the last phase of this step, local weights of the performance indicators were determined. The local weights calculated for performance indicators are given in Charts 5-10 and Tables 6-11.

Chart 5. Local weights of P1 (using TOPSIS software)

P1 Local weight

Table 6. Local weights of P1 P11 P12 0.386 0.331

Chart 6. Local weights of P2 (using TOPSIS software)

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P13 0.283

P2 Local weight

Table 7. Local weights of P2 P21 P22 0.131 0.711

P23 0.158

Chart 7. Local weights of P3 (using TOPSIS software)

P3 Local weight

Table 8. Local weights of P3 P31 P32 0.337 0.205

P33 0.458

Chart 8. Local weights of P4 (using TOPSIS software)

P4 Local weight

Table 9. Local weights of P4 P41 P42 0.335 0.379

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P43 0.286

Chart 9. Local weights of P5 (using TOPSIS software)

P5 Local weight

Table 10. Local weights of P5 P51 P52 0.410 0.188

P53 0.402

Chart 10. Local weights of P6 (using TOPSIS software)

P6 Local weight

Table 11. Local weights of P6 P61 P62 0.241 0.389

P63 0.370

Step 5: In this step, dependence among BSC perspectives were determined. Interdependent weights of the BSC perspectives are calculated and the dependencies among the perspectives are considered. Dependence among the perspectives is determined by analyzing the impact of each perspective on every other perspective using pairwise comparisons. Interdependent weights of the perspectives are computed by multiplying the dependence matrix of the perspectives we obtained with the local weights of perspectives provided in step 4. The interdependent weights of the perspectives are calculated as follows:

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WBSC

P1 0.208 P2 0.212 P3 0.223 = = P4 0.138 P5 0.111 [P6] [0.108]

Step 6: Using interdependent weights of the perspectives (step 5) and local weights performance indicators, global weights for the indicators are calculated in this step. Global indicators weights are computed by multiplying local weight of the indicators with the interdependent weight of the perspective to which it belongs. Computed values are shown in Table 12. BSC perspectives P1

P2

P3

P4

P5

P6

Table 12. Computed global weights of performance indicators Interdependent Performance Weights weights indicators 0.208 P11 0.386 P12 0.331 P13 0.283 0.212 P21 0.131 P22 0.711 P23 0.158 0.223 P31 0.337 P32 0.205 P33 0.458 0.138 P41 0.335 P42 0.379 P43 0.286 0.111 P51 0.410 P52 0.188 P53 0.402 0.108 P61 0.241 P62 0.389 P63 0.370

Global weights 0.080 0.069 0.059 0.028 0.151 0.033 0.075 0.046 0.102 0.046 0.052 0.039 0.046 0.021 0.045 0.026 0.042 0.040

Steps 7: In this stage, performance of the organization is determined by using the global weight values of performance indicators Table 12 and the linguistic measurement scale (Table 13). The calculations are shown in Table 14. Measure the performance indicators. Linguistic variables proposed by Cheng et al (1999) are used in this step. The memberships functions of these linguistic variables are shown on Figure 1 and the average value related with these variables are shown Table 13 (Yüksel and Dağdeviren, 2010).

Figure 1. Membership functions of linguistic values for performance indicator rating

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Table 13. Linguistic values and mean of fuzzy numbers Linguistic values The mean of fuzzy numbers Very high (VH) 1 High (H) 0.75 Medium (M) 0.5 Low (L) 0.25 Very low (VL) 0

Performance indicators P11 P12 P13 P21 P22 P23 P31 P32 P33 P41 P42 P43 P51 P52 P53 P61 P62 P63

Table 14. Performance measured by using the proposed BSC–TOPSIS model Global weights Linguistic Scale value Performance (A) evaluations (B) (A×B) 0.080 VH 1 0.080 0.069 H 0.75 0.052 0.059 H 0.75 0.044 0.028 H 0.75 0.021 0.151 VH 1 0.151 0.033 M 0.5 0.016 0.075 H 0.75 0.056 0.046 H 0.75 0.034 0.102 VH 1 0.102 0.046 M 0.5 0.023 0.052 M 0.5 0.026 0.039 L 0.25 0.1 0.046 H 0.75 0.034 0.021 H 0.75 0.016 0.045 M 0.5 0.022 0.026 M 0.5 0.013 0.042 M 0.5 0.021 0.040 L 0.25 0.1

Total performance score was calculated by multiplying the global weights and scale values of performance indicators and then by summing the resulting performance levels.

Conclusions Nowadays what is considered about most of the organizations is the assessment of organizational performance. One of the tools to do it is Balanced Scorecard (BSC). This technique helps that organization to reach its goals by focusing on the organization strategies and making logical and true relations with all the organizational aspects. In this research, a method of decision making along with BSC has been used. In order to use experts' ideas, TOPSIS method has been used. In this research, a paper products manufacturer company in Iran has been studied. Finally, Total performance score was calculated by multiplying the global weights and scale values of performance indicators and then by summing the resulting performance levels. The model proposed in the scope of this study was related with a paper products manufacturer company; however, it can also be adapted to different businesses. Modifications may be required on the proposed system due to two reasons: firstly, the components constituting the analytical structure of the proposed model – namely, strategies, BSC perspectives and performance indicators – may vary depending on the business vision. Secondly, relationships or dependencies among BSC perspectives or performance indicators may also vary. Modifications and adaptations to be made due to these two reasons will enable the use of this model in other enterprises.

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