Tham khảo tài liệu 'a behavioral perspective on innovation and change_6', khoa học xã hội, kinh tế chính trị phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 150 Organizational Learning from Performance Feedback process they can be compared and ranked displayed visually as trends or charts and have clear definitions that can be written down for future recall. This cognitive simplicity and perhaps also the fact that many managers have training in quantitative analysis give numeric goals a certain magical quality March 1994 anything that can be boiled down to a number is more likely to get organizational attention than non-numeric goals. This cognitive preference shifts attention in systematic ways. For example a non-numeric goal of high quality easily becomes a numeric goal of low error frequency. Some nuances are lost in the translation so overly faithful fulfillment of a numeric goal measure might reduce fulfillment of the corresponding non-numeric goal Kerr 1975 . The need to be responsive to different constituencies and the attraction towards numbers place strong constraints on the kinds of goals that firms pursue but do not completely determine them. Managers pursuing profitability have variously attended to market share thought to be a cause of profitability return on assets an accounting measure of profitability and stock return appreciation of equity value and arguments could be invoked in favor of any of these measures. One argument is that the choice is essentially arbitrary but since either of these measures captures only one aspect of profitability regular shifting of measures is required to keep managers from adapting too much to one goal M. W. Meyer 1994 . Shifting of measures is a good response to the problem of over-adaptation to a given measure but ignores that some goal measures really are better than others. Considerations of how different goal variables fit organizational search and individual risk tolerance allow more specific conclusions. Recall that an important feature of problemistic search was its initial focus on organizational activities close to the symptom. This means that goals that cannot
