The conflict between accountability and effectiveness

Les Binet, European director of DDB Matrix, and marketing consultant Peter Field discuss the measures used to assess effectiveness (doing the right thing) and accountability (being seen to do the right thing).

The conflict between accountability and effectiveness

Les Binet and Peter Field

Accountability sounds good doesn't it? You require people to measure the value of their actions, and you incentivise them to ensure that they meet pre-defined targets. Occas

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