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10.31

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Problem 10.31
Managerial Performance and Evaluation

Greg Peterson, the new Vice President of
Operations for Webster Corporation, suggested that segment mangers be evaluated on the basis of segment data on the company’s annual report. This report includes revenues, earnings, identifiable assets, and depreciation for each segment over 5 years. He believes that the criteria for evaluating segment managers should be similar to that used for top management.

1. Explain why the segment information prepared for public reporting may not be appropriate for the evaluation of segment manager performance






The segments identified in the report may not coincide with the responsibilities of the management Fixed costs are allocated for public reporting purposes Fixed costs are allocated arbitrarily
Information available does not take management performance amidst adverse circumstances into consideration. 2. Describe the possible behavioral impact of
Webster Corporation’s segment managers if their performance is evaluated on the basis of annual report information.

Segment managers will be demotivated because they would be held accountable for costs that are only arbitrarily allocated to their figures or costs that despite being traceable to their respective segments, are beyond their control.

3. Identify and describe several types of financial information that would be more appropriate for
Greg to review when evaluating the performance of segment managers.

Financial information must be derived from reports utilizing the contribution margin approach. With this approach, costs will only be assigned to segments if they are controlled by the respective segment. Information such as the contribution margin, contribution of each margin after fixed cost allocation, and contribution controllable by managers would be useful.

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