[FULL] Article 4, Volume 1 Issue 1

An exploratory analysis of the board composition in Spanish innovative firms

Author

Juan Pablo Gonzales-Bustos – (Rovira i Virgili University)

Ana Beatriz Hernández-Lara – (Rovira i Virgili University)

Abstract

The main goal of this work is to develop an exploratory analysis of the board composition of Spanish companies that belong to innovative economic sectors. We seek to contribute to the inconclusive literature that analyses the relationship between board composition and innovation, exploring the characteristics of the board in an organisational context of innovative behaviour. To do so, we collected data from 86 Spanish companies belonging to innovative sectors from 2003 to 2011. The results confirm the relevance of medium size boards with a majority of affiliated directors and CEO duality; male directors are predominant, but the proportion of women, despite its minimum level, is significantly growing. There are relevant differences in the board composition of different Spanish innovative sectors. However, its evolution over time is quite stable, with the exception of the proportion of women on the board. This board composition is characteristic in situations in which the innovative behaviour of companies is significantly improving.

Keywords

1.        Introduction

Previous research has established the relevance of innovation for the success and survival of firms (Kor, 2006; Morgan &Berthon, 2008; Stopford& Baden-Fuller, 1994; Torchiaet al., 2011). It is frequent that the search for competitiveness makes companies bet on innovative actions to obtain new or improved products and services (O’Brien, 2003), and to enhance their market shares (Ettlie, 1998).

There are different and varied factors that influence companies’ innovation strategies, both at an external and internal level (Cassiman&Veugelers, 2006; Tsai & Wang, 2007). Internally, research has emphasised the effects of different aspects of corporate governance on innovation because corporate governance explains how the power for decisionmaking is distributed and exercised in companies, affecting the strategies planned and finally implemented (Lacetera, 2001). Amongst the different mechanisms of corporate governance, management teams and board of directors have a direct responsibility in decision making. In fact, boards are the formal representation of ownership, and exert their influence on managerial decisions and strategies, exercising their main functions as monitors and supervisors of managers (Petrovic, 2008), and as advisors and support agents on strategy formulation (Kemp, 2006; Wu, 2008).

However, boards of directors are not homogenous groups always with the same characteristics, performance and results. Thus their effects and influences on corporate strategies, including innovation, cannot be predicted in a simple way. This explains the interest of research in trying to ascertain what the determinants and characteristics of boards are that might explain their functions and performance, and lastly their influence on strategies like innovation. One of the board elements more frequently analysed by research has been the board composition, considering aspects like the optimal board size (Cheng, 2008; Peasnellet al., 2005; Zahra & Pearce, 1989), gender diversity (Burke, 1997, 2003; Cassell, 2000; Singhet al., 2001), typology of directors (Coles et al., 2008; Hillman et al., 2002; Kor, 2006; Markarian&Parbonetti, 2007), CEO duality (Guilletet al., 2013; Lan& Lee, 2008; Penget al., 2010), tenure diversity of directors (Galia&Zenou, 2012), etc. However, despite the previous efforts, there is not a high consensus about the real influence of board composition on innovation and what should be the optimal board composition to assure appropriate innovative behaviour of companies (Galia&Zenou, 2012; Hernándezet al., 2010; Kor, 2006; Torchiaet al., 2011; Zonaet al., 2013). This has led researchers to doubt whether or not there is a direct influence of board composition on innovation (Bianchi et al., 2012; Galia&Zenou, 2012).

These results justify the main objective of this study, which is to develop an exploratory analysis of the board composition of Spanish companies that belong to innovative economic sectors. That way, we aim to contribute to the literature not by trying to explain or predict innovation through board composition, but by analysing the main characteristics of the board in companies whose innovative behaviour has been improving, and seeing how these characteristics have been evolving over time, and if there is a characteristic variability profile in the board composition of Spanish firms belonging to innovative sectors.

2.        Literature review on the effects of board composition on innovation

There are many studies that suggest and try to demonstrate what the effects of board composition on innovationare, but few conclusive results have been obtained. 

In fact, past researchers do not consider the same theoretical framework to describe this relationship. Their theories propose different, and at some point, contradictory assumptions. One of the most popular theoretical frameworks to analyse the relationship between board of directors and innovation is the agency theory (Galia&Zenou, 2012; Zona, 2012). It states that the separation of ownership and control causes agency costs, due to the different interests and objectives of owners and managers (Fama& Jensen, 1983; Jensen, 1989). According to this theory, there could be an opportunistic behaviour in managers (Lee & O’Neill, 2003), and the board should monitor the management team to reduce agency costs. Minority shareholders are likely to be risk-neutral because they usually have diversified portfolios (Wiseman & Gómez-Mejia, 1998). Managers and large shareholders, on the other hand, might have a negative attitude towards innovation (Franks & Mayer, 2001) because they normally assume greater risks with their employment and investments concentrated in a single or few companies (Daily et al., 2003; Letzaet al., 2004).

However, agency theory is not the only theoretical framework used by research to explain the relationship between board of directors and innovation. Another relevant theory on this topic is the stewardship theory (Fox & Hamilton, 1994). According to this perspective, managers are trustworthy individuals who act in the best interest of the company, thus managers’ and owners’ interests are aligned (Davis et al., 1997). From this point of view, the relevance of the board would not be related to the monitoring function but to the strategic one, and the most valued directors would be those with expertise, information and knowledge on management and business (Petrovic, 2008).

Following these different theoretical assumptions, it is not strange that research has stated different propositions and lastly has arrived at contradictory results on the effects of board composition on innovation. The following table (Table 1) shows some of the main findings on this relationship.

Variable

Authors and year

Sample

Main findings

Board size

Cheng, 2008

1252 US firms (1996-2004)

Board size exerts a negative impact on innovation

Ocasio, 1994

114 US firms (1960-1990)

Big boards positively affect innovation

Zonaet al., 2013

225 Italian firms (2004)

Firm size moderates positively the negative relationship between board size and innovation

Gender diversity

Miller &Triana, 2009

326 US firms (2002-2005)

Women positively affect innovation

Østergaardet al., 2011

1600 Danish firms (2003-2005)

Galia&Zenou, 2012

176 French firms (2006-2008)

A high percentage of women on boards positively influences innovation in marketing

Hillman et al., 2002

275 US firms (1993-1997)

Torchiaet al., 2011

317 Norwegian firms (2005-2006)

Over three women on the board, the effects of gender diversity on innovation are positive

Galia&Zenou, 2012

176 French firms (2006-2008)

Women on boards influence product innovation in a negative way, although there is no effect with organisational innovation

Bianchi et al., 2012

69 Italian firms (2006-2010)

There is no relationship between gender diversity and innovation

Executive directors

Baysingeret al., 1991

176 companies (1981-1983)

High percentage of executive directors has a positive influence on R&D

Dalzielet al., 2011

221 US firms (2001-2003)

Expertise and knowledge of executive directors are beneficial to R&D

Hernández et al., 2010

86 Spanish firms (2003-2005)

Executive directors exert a negative influence on R&D

Malatesta& Walkling, 1988

132 US firms (1982-1986)

Executives without ownership are expected to take short-term actions to increase their personal wealth

Affiliate directors

Jones et al., 2008

403 US firms (1994-2001)

Affiliated directors exert a positive effect on the proliferation of products

External or independent directors

Bianchi et al., 2012

69 Italian firms (2006-2010)

High percentage of outside directors has a positive influence on innovation

Dalzielet al., 2011

221 US firms (2001-2003)

Technical expertise and knowledge of external directors are beneficial to R&D

Zonaet al., 2013

225 Italian firms (2004)

External directors positively affect innovation, especially in big firms

Zahra, 1996

127 Fortune 500 companies

External directors negatively influence innovation

Zahra et al., 2000

239 US firms (1991-1997)

Dalzielet al., 2011

221 US firms (2001-2003)

Outsider entrepreneurial, finance experience, and advanced education were shown to be negatively related to R&D spending

Zonaet al., 2013

225 Italian firms (2004)

There is a negative effect of independent directors on innovation even worst in small firms

Hoskissonet al., 2002

234 US firms (1985-1991)

There is no association between independent directors and innovation

Kor, 2006

77 US firms (1990-1995)

CEO duality

Kor, 2006

77 US firms (1990-1995)

Board independence is positively associated with innovation

Van Essen et al., 2012

86 studies covering nine Asian countries

CEO duality is positive for innovation

Chen & Hsu, 2009

369 Taiwan firms (2002-2007)

Non-duality moderates the negative relationship between family ownership and R&D

Zona, 2013

2000 Italian firms (2004)

The choice of board structures should be contingent upon CEO tenure, with duality structures more effective early in CEO tenure, and non-duality structures more effective later on

Table 1. Results of previous research on the relationship between board composition and innovation

2.1.     Board size

There is not a clear consensus about the optimal size of the board (Cheng, 2008; Galia&Zenou, 2012; Torchiaet al., 2011). In spite of this, literature states that the efficient functioning of the board depends on its size (Zahra & Pearce, 1989).

Some studies highlight a negative association of board size on innovation (Cheng, 2008; Mezghanni, 2011; Zahra & Pearce, 1989), arguing that small boards are more efficient to monitor and control the management team and also more easily reach the consensus needed to adopt risky strategies.

On the other hand, some authors suggest that there can be a positive relationship between board size and innovation (Coles et al., 2008; Linck et al., 2008; Ocasio, 1994), in this case, emphasising the strategic and advisory function of the board and the empowerment of big boards against top management teams.

Recent research usually proposes contingent explanations, trying to reconcile both positions (Raheja, 2005; Zonaet al., 2013), and underscores that not always is a big board or a small onebetter. Also, the association between board size and innovation could be moderated by other variables, like the size of the company (Zonaet al., 2013).

2.2.     Gender diversity

Gender diversity is a relevant recent topic in studies on board composition (Kang et al., 2007; Mahadeoet al., 2012). Although there are many arguments in favour of a greater number of women on boards (Burke, 1997, 2003; Cassell, 2000; Singhet al., 2001), in most of the companies, their presence continues to be purely symbolic (Daily & Dalton, 2003; Singh et al., 2001; Terjesenet al., 2009).

Some of the arguments that highlight the benefits of counting with a relevant percentage of women on board are focused on improvements in board behaviour and functions (Bilimoria, 2000). These benefits include a better working environment (Bilimoria&Huse, 1997), a valuable experience in public relations and relational capital (Hillman et al., 2002), a better comprehension of consumers behaviour and needs (Kang et al., 2007), and more diligence than their male counterparts (Huse& Solberg, 2006).

However, few studies have tried to explain how gender diversity might influence innovation (Galia&Zenou, 2012; Miller &Triana, 2009; Torchiaet al., 2011). Some exceptions are the studies of Miller &Triana (2009) or Galia&Zenou (2012) that state gender diversity has a positive effect on R&D due to women’s better knowledge of consumers and markets, which might positively affect innovation, especially innovation in marketing. In addition, Hillman et al. (2002) and Østergaardet al. (2011) suggest that women bring new perspectives, different experiences and knowledge useful for innovation. Torchiaet al. (2011) statethat the number of women needs to be enhanced to reach a critical mass that could exert a relevant positive influence on innovation.

In contrast to these arguments, Galia&Zenou (2012) find that gender diversity could benefit some kinds of innovation, but not others, and highlight the negative influence of gender diversity, for example, on product innovation. Other studies, on the other hand, do not find any kind of relationship between gender diversity on boards and innovation (Bianchi et al., 2012; Galia&Zenou, 2012).

2.3.     Typology of directors

Directors can be classified into different categories. One of these groups is formed by executive directors, members of the board who are current or past managers of the organisation (Judge &Zeithaml, 1992; Pearce & Zahra, 1992). Some previous research has indicated a positive relationship between the proportion of executive directors and innovation (Baysingeret al., 1991; Dalzielet al., 2011), especially in R&D intensive firms (Coles et al., 2008; Markarian&Parbonetti, 2007) and in the case of internal innovation. On the contrary, some other authors argue that executives are expected to take short-term actions to not assume risks and increase their wealth, provoking a negative effect on innovation (Hernández et al., 2010; Malatesta&Walkling, 1988).

More research has been conducted on external, independent or outside directors, including affiliated directors who are those representing large shareholders (De Andrés et al., 2005). Their relevance in research might be motivated because they are usually a large percentage of the board (Coles et al., 2008; Peasnellet al., 2005) and good governance codes recommend a high proportion of this kind of director to protect shareholders’ interests (Fama, 1980). However, despite the relevance of this kind of director in research, few conclusive results have been obtained regarding their effects on innovation. Some arguments in favour of a positive relationship between the proportion of external directors and innovation are their potential for monitoring and controlling managerial actions, their freedom of thought and cognitive diversity for decisionmaking (Bianchi et al., 2012; Dalzielet al., 2011). Besides, this positive association between external directors and innovation can be even stronger in certain cases, for example, in big companies (Zonaet al., 2013). Other studies, on the other hand, emphasise a negative relationship (Zahra, 1996; Zahra et al., 2000), which could be motivated by the low operating knowledge and background on the company, low cohesiveness provoked by diversity and conflict (Gibson &Earley, 2007). Zonaet al. (2013) also suggest that this negative relationship between the proportion of external directors and innovation is stronger in small firms. Finally, there are also several studies that do not find any kind of relationship between external directors and innovation (Hoskissonet al., 2002; Kor, 2006).

2.4.     CEO duality

Duality describes a situation where the CEO also serves as the chairman of the board. Agency theory advocates for the separation of functions to reduce managerial discretion (Guilletet al., 2013; Lan & Lee, 2008; Penget al., 2010). However, there is little research to support the positive association of the separation of the CEO and the chairmanof the board, and the firm performance (Boyd et al., 2011). On the other hand, stewardship theory states a positive influence of duality on firm performance (Donaldson & Davis, 1989; Van Essen et al., 2012).

Regarding innovation, arguments supporting the benefits of non-duality for innovation underscore that independent boards, with separated functions, might better control and monitor managers and incentive innovative actions of companies, which could be key for their success and survival (Kor, 2006). In addition, duality can exert a moderator role in certain companies, like family firms, where family ownership might exert a negative impact on R&D investment, but attenuated when there are separated functions of the CEO and the board chairman (Chen & Hsu, 2009). On the contrary, some research findings highlight that sometimes duality favors R&D investments (Van Essen et al., 2012), when the CEO supports risky strategies and also concentrates a high power as manager and chairman of the board. Finally, some authors claim no better board structure, because it should be contingent upon CEO tenure, with duality best working when CEO tenure is low.

After reviewing these different assumptions and inconclusive findings of previous research, we don’t seek to establish a predictive model of the innovative behaviour of companies depending on board composition. Especially, in the Spanish context, where innovation intensity in companies is below the average of EU and OECD countries (COTEC, 2012), we think that it would be very complicated to construct an effective model to explain this complex process of innovation through few board composition characteristics. On the other hand, we aim to develop an exploratory data analysis to contribute to the existing literature in three ways. First, we describe the main characteristics of the board composition in terms of its size, directors’ gender, typology of directors, and CEO duality; and determine, if any, the differences of board composition amongst economic sectors. Second, we study the evolution of these main characteristics of board composition over time. And finally, we analyse the variability profile of board composition in Spanish companies belonging to innovative sectors.

3.        Methodology

3.1.     Data collection

The data for this study came from Spanish companies listed on the Spanish stock exchange between 2003 and 2011. We select these nine years because we were interested in analysing the effects of the good governance practices proposed by corporate governance codes in Spain. We initiated the data collection in 2003 coinciding with the publication of the Aldama report (2003).There had been some years since the appearance of the first Olivencia code of 1998, and companies have had time to be used to good governance practices. On the other hand, 2011 was the last year with available information.

Using information from the Spanish Institute of Statistics, we selected firms from sectors that showed significantly high innovation indicators, such as the percentage of innovative firms (above 50%), innovation intensity (above 1.5%), and the percentage of income generated by new or improved products (above 10%). Considering the first two digits of the National Classification of Economic Activity (NACE 2009) in Spain (INE, 2009), 78 sectors were chosen because they accomplish at least one of the innovation indicators explained above. In order to simplify comparisons, we consider not the divisions, which refer to the first two digits of the code, but the sections because they allow us to aggregate economic activities related to the same section. Finally, five sections or sectors were included: energy and water supply, extractives, construction, industry and services. The final sample comprised 86 Spanish-listed companies from the chosen sectors, with data covering nine years, so we could construct an imbalanced data panel of 706 observations (69 observations belong to the construction sector, 33 to the energy and water supply sector, 22 to extractives companies, 308 to industry firms and 274 to companies in the service sector).

We conduct this study using secondary sources of information. The database of the CNMV (Spanish Security Exchange Commission) was the main resource used to gather information on corporate governance. We were also interested in determining the innovative behavior of companies in the period considered. Data related to innovation was obtained from the European network of patent databases for gathering the number of patents registered by the companies.

3.2.     Measurement of variables

Board size is measured by the number of directors on the board (Coleset al., 2008).

The proportions of male and female directors were obtained by dividing the number of men and women respectively by the board size (Nekhili&Gatfaoui, 2013).

The proportion of inside or executive directors is determined by dividing the number of insiders by the total number of directors (Judge &Zeithaml, 1992). The proportion of affiliate directors is determined by dividing the number of affiliates by the total number of directors (Unified Code on Good Corporate Governance, 2006). The same occurs with the proportion of independent and other external directors. The proportion of independent directors is computed by dividing the number of independent directors by the total size of the board, and the proportion of other external directors is calculated by dividing the number of external directors by the board size (Unified Code on Good Corporate Governance, 2006).

CEO duality is a board characteristic frequently related to the independence of the board. Duality is considered as a dichotomous variable, coded “0” when the CEO also serves as chairman of the company’s board and “1” when the CEO and the chairman of the board are two different individuals (Daily & Dalton, 1997).

This study also includes a measure of innovation, just to analyse if the innovative behaviour of the companies considered has been improved or not during the studied period. There are different indicators of innovation directly related to innovative activity (Alegreet al., 2004; Flor&Oltra, 2004). In our case, we decided to use the number of registered patents because, as a legal mechanism for protecting inventions, patents have served as a basis for developing innovation indicators in many studies and can be easily accessible (Flor & Oltra, 2004).

4.        Results

The statistical analyses of this work were carried out using R, version 3.0.2 (R Core Team, 2013). We developed three different analyses to address each of the three research propositions.

The first question is analysed in Tables 2 and 3. Table 2 shows descriptive statistics of the main characteristics of the board composition in terms of size, typology of directors, gender and duality. In order to relate board composition with innovation, we consider also data on patents of the companies in the sample.

Variables

Min

Max

Mean

Sd

Board size

1

24

10.4

4.11

Proportion of men

0.25

1

0.93

0.10

Proportion of women

0

0.75

0.07

0.10

Proportion of insiders

0

1

0.21

0.16

Proportion of affiliated directors

0

1

0.46

0.25

Proportion of independent directors

0

0.88

0.29

0.20

Proportion of external directors

0

0.67

0.05

0.11

Duality

‘0’=294 (0.42)

‘1’=391 (0.55)

  

Patents

0

29

1.04

3.06

N=706

Table 2. Board composition and innovation

As Table 2 shows, the mean values of board characteristics indicate that boards of directors of Spanish companies in innovative sectors have around 10 members and are basically composed of men. Most of the directors are affiliated ones, meaning they represent great shareholders. We can see that duality exists in the majority of the boards analysed. Finally, we observe great differences between the minimum and maximum value in the number of registered patents, although the mean value is quite low, around 1.04.

We were also interested in analysing the differences in board composition and innovation considering different sectors (Table 3). We included also on Table 3 one-way ANOVA analyses to determine the existence of significant differences in the mean values of the variables considered amongst sectors.

Variables

Mean

F

Energy and water suppy

Extractives

Construction

Industry

Services

Board size

13.20

6.70

12.63

9.22

11.17

131.5***

Proportion of men

0.91

0.97

0.98

0.94

0.91

5.04**

Proportion of women

0.09

0.03

0.02

0.06

0.09

5.04**

Proportion of insiders

0.11

0.31

0.16

0.25

0.17

25.85***

Proportion of affiliated directors

0.51

0.33

0.58

0.44

0.44

30.6***

Proportion of independent directors

0.23

0.12

0.22

0.27

0.34

22.31***

Proportion of external directors

0.15

0.24

0.03

0.04

0.04

66.64***

Duality (proportion of ‘yes’)

0.27

0.59

0.46

0.59

0.56

372.04***

Patents

0.37

0

1.40

0.98

1.21

2.63*

***p<0.001; **p<0.01; *p<0.05; +p<0.1

Table 3. Board composition and innovation by sectors

As Table 3 shows, the activity with the biggest boards is energy and water supply, and with the smallest ones is the extractive industry. The proportion of men is much higher than the proportion of women in all sectors, but the activity with more men on the board is construction and the activities with more women (although the number is still very low) are energy and water supply, and services (around 9%). Relating to the typology of directors, we can observe in Table 3 that the proportion of affiliated directors is the highest in all sectors, followed by the proportion of independent directors, with the exception of the extractive industry where the proportion of executives on the board is higher. The economic activity with the highest proportion of executive directors or insiders (31%) is the extractive industry, while construction has more affiliated directors (58%), services has more independent directors (34%), and the extractive industry has more other external directors (24%). This kind of other external director is the less common type of director in our sample of Spanish companies. Duality is especially high in two different economic activities, extractives and industry, where, in 59% of companies, the CEO and the chairman of the board is the same person. The number of registered patents is the highest in construction (1.40), followed by the service sector (1.21). We can also conclude that there are significant differences amongst economic sectors in all the variables taken into account.

The second question of this work is focused on the evolution of the characteristics of board composition and innovation over time. To this end, we develop graphical analyses of how the mean values of the variables considered have been evolving over time, and also by sectors.

Figure 1. Evolution of board size

Figure 2. Evolution of board size by sector

Graphs 1 and 2 refer to board size. They show little changes in the number of members on Spanish boards in the firms analysed, moving around 10 members during all the years considered. We can observe few changes in general terms although the tendency of these changes has been quite irregular, decreasing until 2006 and growing afterwards. By sectors, Graph 2 shows that energy and water supply is the sector with biggest boards (around 13 members) whilst the extractive industry has the smallest ones (around 7 or 8 members). We can also observe little oscillations in the board size of the different sectors and the tendency becomes closer over time.

Figure 3. Evolution of the proportion of women

Figure 4. Evolution of the proportion of women by sector

Graphs 3 and 4 are related to the proportion of women on boards. As we can see, the evolution of the percentage of women on Spanish boards is continuously increasing since 2003, however its mean value at the highest moment scarcely arrives at 10%. The evolution is positive also in all sectors, although the sector with the major growth is the extractive industry, followed by services and energy and water supply. On the other hand, the sector with fewer women on its boards is construction.

Figure 5. Evolution of the proportion of executive directors

Figure 6. Evolution of the proportion of executive directors by sector

Graphs 5 and 6 refer to the proportion of executive directors on boards. Graph 5 indicates that the percentage of executive directors has not been the majority in the period considered, and even more, it has been descending since 2006. As Graph 6 shows, the sector with more executive directors on its boards is the extractive sector and the one with fewer is energy and water supply, but in none of the economic activities considered is this kind of director predominant.

Figure 7. Evolution of the proportion of affiliated directors

Figure 8. Evolution of the proportion of affiliated directors by sector

Graphs 7 and 8 are related to the proportion of affiliated directors on boards. The percentage of this kind of director has evolved positively since 2004. In addition, the evolution of this percentage has been quite irregular in all sectors over time. Construction has been the sector with a major proportion of affiliated directors and extractives isthe sector with the fewest.

Figure 9. Evolution of the proportion of independent directors

Figure 10. Evolution of the proportion of independent directors by sector

Graphs 9 and 10 show the evolution of the independent directors’ proportion. This evolution has been quite irregular with successive ups and downs over time. By sectors, the services sector has the highest level of these kinds of directors and the extractive industry has the lowest.

Figure 11. Evolution of duality

Graph 11 is related to the evolution of the proportion of companies with CEO duality. The analysis of this variable is different due to its nature as a categorical variable with two levels. We can observe that the proportion of companies in the sample with CEO duality has been a majority and quite stable over time, with a decreasing tendency since 2008. By sectors, as data in Table 4 shows, the extractive industry has the highest percentage of companies with CEO duality, whilst water supply and energy is the economic sector with the lowest percentage of firms with CEO duality. If we consider each sector separately, the major variations have occurred in sectors with few firms included in our sample.

Figure 12. Evolution in the number of registered patents

Figure 13. Evolution in the number of registered patents by sectors

Finally, Graphs 12 and 13 show the evolution in the number of registered patents. This variable related to innovation is included to analyse if the innovative behaviour of the companies considered has improved or not during the studied period. To do so, we could establish some conclusions about the coincidence of certain composition in the board and the innovative behaviour of companies. Graph 12 indicates that Spanish firms are not particularly well-known by their number of registered patents. The mean values are really low in all sectors but we can observe a maintained increase since 2008. By sectors, Graph 13 shows that companies of the sample in the extractive industry do not have any registered patent in the period considered. On the other hand, construction is the sector with the highest number of registered patents, especially in the last years.

Table 4 indicates the mean values by sector and year of each of the variables of this study, and also includes statistics tests to analyse the effects of time and the economic activity on the mean values of the variables considered. As we can see, the mean values of all the variables are significantly different amongst sectors. On the contrary, the effect of time is not always significant. The results confirm that time yields significant differences in the proportion of women, and in the number of registered patents. It means that the positive evolution of patents and the proportion of women is significant over time, although their absolute values are really low. On the other hand, for the rest of the characteristics in the board composition, we have not detected significant differences over time.

Variables

Sectors

Mean

ANOVA analysis

F test

2003

2004

2005

2006

2007

2008

2009

2010

2011

Board size

Energy and water suppy

15.25

14.5

14.25

13

12.5

12

12.67

12.33

12.33

3.51**

Extractives

6.33

6

6

6

7

7

7

7.5

7.5

Construction

13.12

13

13.12

13.12

12.87

12.87

12

11.86

11.71

Industry

9.33

8.97

8.61

8.78

9.06

9.43

9.65

9.66

9.46

Services

10.87

10.70

10.78

10.67

11.24

11.68

11.5

11.31

11.81

ANOVA analysis

F test

0.79

Proportion of women

Energy and water suppy

0.02

0.04

0.04

0.08

0.08

0.1

0.13

0.16

0.13

5.29***

Extractives

0

0

0

0

0

0

0

0.03

0.03

Construction

0

0

0.01

0.02

0.02

0.04

0.04

0.04

0.05

Industry

0.05

0.05

0.07

0.07

0.06

0.08

0.06

0.06

0.06

Services

0.04

0.05

0.04

0.05

0.09

0.12

0.13

0.14

0.15

ANOVA analysis

F test

14.09***

Variables

Sectors

Mean

ANOVA analysis

F test

2003

2004

2005

2006

2007

2008

2009

2010

2011

Proportion of inside directors

Energy and water suppy

0.06

0.32

0.09

0.09

0.07

0.07

0.09

0.09

0.09

4.89***

Extractives

0.25

0.3

0.3

0.37

0.36

0.36

0.36

0.26

0.26

Construction

0.18

0.18

0.17

0.16

0.15

0.15

0.14

0.15

0.17

Industry

0.28

0.29

0.28

0.29

0.25

0.22

0.22

0.20

0.20

Services

0.17

0.19

0.19

0.19

0.19

0.16

0.17

0.15

0.14

ANOVA analysis

F test

2.05

Proportion of affiliated directors

Energy and water suppy

0.64

0.37

0.54

0.55

0.51

0.50

0.48

0.49

0.49

18.03***

Extractives

0.41

0.22

0.22

0.22

0.36

0.36

0.36

0.43

0.36

Construction

0.56

0.56

0.57

0.54

0.63

0.58

0.58

0.59

0.60

Industry

0.43

0.43

0.45

0.44

0.46

0.45

0.45

0.44

0.41

Services

0.43

0.43

0.40

0.43

0.44

0.46

0.47

0.47

0.48

ANOVA analysis

F test

0.09

Proportion of independent directors

Energy and water suppy

0.12

0.12

0.19

0.21

0.26

0.28

0.30

0.30

0.30

14.30***

Extractives

0.19

0.13

0.20

0.27

0

0.07

0.07

0.12

0.12

Construction

0.25

0.25

0.24

0.24

0.20

0.20

0.21

0.22

0.19

Industry

0.28

0.26

0.25

0.25

0.24

0.27

0.26

0.29

0.31

Services

0.34

0.35

0.38

0.35

0.33

0.35

0.32

0.32

0.33

ANOVA analysis

F test

0.39

Duality

(proportion of ‘yes’)

Energy and water suppy

0.25

0.25

0.25

0.25

0.25

0.25

0.33

0.33

0.33

Chi square test

 

15.04**

Extractives

0.33

0.33

0.66

0.66

0.5

0.5

0.5

1

1

Construction

0.37

0.37

0.5

0.5

0.5

0.5

0.57

0.43

0.43

Industry

0.58

0.61

0.61

0.61

0.6

0.63

0.61

0.55

0.54

Services

0.52

0.52

0.52

0.55

0.6

0.62

0.59

0.62

0.56

Chi square test

1.88

Patents

Energy and water suppy

0.5

0.25

0.75

0

0

0.5

0

0.67

0.67

11.13***

Extractives

0

0

0

0

0

0

0

0

0

Construction

0.12

0.25

0.62

0.37

0.87

0.25

0.57

2

7.57

Industry

1.32

1.08

1.03

1.06

0.94

0.60

0.94

0.97

0.93

Services

0.82

0.97

1.06

0.8

1.38

1.50

1.25

1.07

2.04

ANOVA analysis

F test

2.92+

***p<0.001; **p<0.01; *p<0.05; +p<0.1

Table 4. (Continued) Mean values over time of board composition and innovation by sectors and ANOVA

The third question of this study seeks to determine the variability profile of board composition in the companies of the sample. To do so, we have developed a principal component analysis (PCA) including the numeric variables of board composition.

Variables

PC1

PC2

PC3

Board size

0.358

0,511

-0.298

Proportion of women

-0.138

 

0.892

Proportion of insiders

-0.486

-0.480

-0.287

Proportion of affiliated directors

0.676

-0.211

0.170

Proportion of independent directors

-0.400

0.681

 

Proportion of variance

0.38

0.27

0.21

Cumulative proportion of variance

0.38

0.65

0.86

Table 5. Principal components analysis on board composition

Table 5 shows the three principal components obtained, which capture 86% in data variance. From Graph 14, we observe that in the first principal component, the highest variability depends on the proportion of affiliated directors, which covariates with the board size, the proportion of inside and independent directors, and the proportion of women. Thus, the major variability in data is explained by the variance in board size, and in the directors’ typology. Board size and the proportion of affiliated directors covariate in a similar manner and are opposed to the proportion of independent and inside directors.

From the third principal component, which captures 21% of data variance, we observe that this variability is influenced by the proportion of women on boards, although it is a board characteristic of third order and, as it is observed in Graph 14, this variability depends especially on certain firms with a good practice in terms of including women on boards. Again, values of the loadings in Table 5 indicate that the proportion of women covariates with board size in opposite ways.

 

5.        Discussion

The main findings of this study show that boards of directors of Spanish companies in innovative sectors have around 10 members, with members ranging between 1 and 24. Most of directors are affiliated ones and are basically men. In addition, CEO duality is a common structure on boards. These results mostly agree with those of previous research. For example, regarding the board size, studies of other countries have shown board sizes between 3 and 24 members in the UK (Peasnellet al., 2005), with an average size of 8 members (Osma, 2008; Peasnellet al., 2005); or between 4 and 26 members in the USA (Cheng, 2008), with an average number of 7 directors (Lincket al., 2008). The medium numbers in Norwegian and Australian companies respectively (Kang et al., 2007; Torchiaet al., 2011) are 7 or 8 directors. . Whilst in France, between 11 and 15 members are the most common medium number of directors on boards (Galia&Zenou, 2012; Godart&Schatt, 2005). Our results indicate an average number of 10 members, which is in line with boards of these other countries, with little and non-significant changes over time. Also, this study has demonstrated that amongst Spanish innovative sectors, the activity with the biggest boards is energy and water supply, and the one with the smallest boards is the extractive industry.

Related to gender diversity, not surprisingly, Spanish boards are composed of a majority of men. It is a quite generalised characteristic of boards all around, as we can see in other studies, like the work of Carter et al. (2010) who found an average of 1% of women on boards in USA firms. Other examples show that women represented around 6% of the board in French companies (Galia&Zenou, 2012), 7% in Norwegian firms (Torchiaet al., 2011), and 10% in Australian companies (Kang et al., 2007). In our study, the average proportion of women is around 7%. This average is low but its increase over time is statistically significant. The proportion of men is much higher than the proportion of women in all sectors, but the activity with more men on the board is construction and the activities with more women are energy and water supply, and services.

Regarding the typology of directors, executive directors do not represent a majority in the period considered, and even more, their percentage has been descending since 2006. The sector with more executives on its boards is the extractive sector. On the other hand, affiliated directors are the most numerous. The addition of affiliated and independent directors represents an average of 75% of the board in our sample, although the evolution of both kinds has not been similar. Affiliated directors have evolved positively practically since 2004, whilst independent directors have had successive ups and downs over time. Previous literature on board composition agrees with these findings about the majority presence of independent and other external directors in the board composition. For example, Peasnellet al. (2005) found an average of 43% of outside directors on UK companies’ boards; Coles et al. (2008) reported that the average proportion of different kinds of outside directors is 80% of the total board in US companies. In a comparative study made between different countries by Aguilera (2005), the proportion of outside directors was over 50% in all the compared countries (US, UK, the Netherlands, Canada and Italy). Just Spain and South Africa, in this study, were below 50%.However, in those cases, only independent directors were considered within the group of outsiders, not affiliated ones. By sectors, we can observe many significant differences; for example, service sector and construction have the highest proportion of independent and affiliated directors respectively, whilst the extractive industry has the lowest of both. On the contrary, non-significant differences were observed in the evolution of the typology of directors over time.

In relation to duality, the proportion of companies in our study with CEO duality has been a majority and quite stable, with a decreasing tendency since 2008, although the findings show that changes over time are not relevant. Previous research, however, does not reach a clear consensus on this issue; thus, depending on the country and the moment of the study, data shed different information. For example, the study of Lincket al. (2008) shows that 58.3% of US companies had CEO duality. Aguilera (2005), comparing the separation of the CEO and the chairman of the board in different countries, concluded that this separation was majoritarian in Spain (contrary to our results), South Africa, the Netherlands, UK and Canada, whilst, in the US and Italy, the CEO duality is quite frequent. By sectors, again our results conclude that there are significant differences. The extractive industry has the highest percentage of companies with CEO duality, whilst water supply and energy is the economic sector with the lowest.

An analysis of the variability profile of board composition in the companies showed that board size and the proportion of affiliated directors covariate in the same way, but opposite to the proportion of inside and independent directors. Also, the major variability in data is explained by the variance in board size, and in the directors’ typology. The variability in the proportion of women is not really relevant amongst board composition, although it captures some variability especially motivated by the behaviour of specific companies with a high proportion of women on their boards.

These conclusions on board composition of Spanish companies converge with a situation in which innovation, determined through the number of registered patents, although low in absolute terms, grows significantly over time, with relevant differences between economic sectors.

6.        Conclusions

The objective of this work was to develop an exploratory analysis of the board composition of Spanish companies in innovative sectors to respond to three different research questions. First, we seek to study the main characteristics of the board composition in terms of its size, gender, typology of directors, and CEO duality amongst different innovative economic sectors in Spain. The mean values of board characteristics indicate that boards of directors of Spanish companies in innovative sectors have around 10 members and are basically composed of men. Most of the directors are affiliated directors, those who represent great shareholders. The CEO duality is a common option in Spanish boards of companies in innovative sectors. The analysis by sectors reveals significant differences in the mean values of all the characteristics considered on board composition. These results, with the exception of the CEO duality, match quite well with the recommendations of corporate governance codes (Unified Code on Good Corporate Governance, 2006) on boards’ composition, in terms of medium sized boards, with a number of directors ranging between 5 and 15, and a balanced composition with a high proportion of outside directors distributed between independent and affiliated directors. The proportion of independent directors in our sample is close but does not arrive at 1/3, as recommended by the Spanish corporate governance code, showing the relevance of the capital concentration in the Spanish companies of innovative sectors.

Second, we analyse the evolution of the main characteristics of the board composition. The results confirm that board composition does not change a lot over time. There is just a characteristic of the board, the proportion of women, whose positive evolution has been significant. Although the percentage of women is still very low, at least it has begun to appear that there is some concern for encouraging gender diversity on boards. This characteristic of board composition begins to be relevant in some specific companies (Unified Code on Good Corporate Governance, 2006).

Third, we determine that the major variability in board composition appears in board size and the directors’ typology. Also, board size and the proportion of affiliated directors covariate in the same way, but opposite to the proportion of inside and independent directors.

These are the main board composition characteristics of companies that also show an active role in innovation strategies, as confirmed by their significant growing number of registered patents.

This research that compares the board composition and the innovative behaviour of some Spanish companies does not pretend to explain or predict innovation through board composition.Our purpose is more limited, as we try to contribute to the literature and corporate governance practices by showing how the majority of Spanish boards in innovative companies are actually composed and whether this composition is prominent in a situation in which the innovation results of these companies are growing. The findings obtained could serve to propose more ambitious future research that establishes what possible effects board composition could have on innovation.

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[FULL] Article 3, Volume 1 Issue 1

New facets of quality. A multiple case study of green cosmetic manufacturers

Author

Inma Duran – (University of Girona)

Andrea Bikfalvi – (University of Girona)

Josep Llach – (University of Girona)

Abstract

Despite the recent concern about social, environmental and economic perspectives of sustainability, the issue is relatively under-researched and very little is known about the drivers of sustainability. There is no doubt that innovation is one of those drivers. The aim of the present article is to analyse the technological (product and process) and non-technological (marketing and organisational) innovation, R&D strategy, marketing and competitiveness position of the chemical companies that are engaged in the manufacture of green, natural or conventional cosmetics with the ultimate aim of achieving high quality products and business excellence. The study reported here is qualitative in approach and uses empirical evidence from six case studies representing companies located in Catalonia, Spain, one of the main cosmetic producers of Europe. The results are discussed in the light of structural and managerial perspectives with the aim of drawing implications for both practitioners and policy-makers.

Keywords

1.        Introduction

Nowadays, the concept of natural is gaining importance across all economic sectors. This new concept involves using only organic or natural ingredients in products, avoiding toxic, DNA altering or carcinogenic substances. The cosmetic industry is not unaware of this trend. In fact, the use of natural ingredients is one of the many challenges that the cosmetic industry has faced since the 90s, including regulatory changes, product safety concerns, calls for scientific data to document product claims, increasing environmentalism, pressure from the growing animal rights movement, economy and market channels for product distribution (Kumar, 2005).

The use of natural cosmetic products involves the use of sustainable agriculture, namely, organic farming. It focuses on the optimal use of natural resources and does not employ synthetic chemical products or genetically modified organism (GMOs) and produces organic products while preserving the fertility of the land and respecting the environment.

According to Soulioti (2013) the use of cosmetics is rapidly increasing on an international scale. This has subsequently brought about an increase in the production of new raw materials as well as the manufacture of new kinds of cosmetics which are being used by beauty salons today.

At the same time, this has led to the development of research into the positive and the negative effects of both the raw materials and the final products. Nowadays, the raw materials used for the manufacture of cosmetics are basic substances. Scientific research has proved that many of them can cause problems such as allergic dermatitis, acute inflammation dermatitis and so on. For this reason, laws have been passed that ban the use of certain substances and or limit the level of their use. These measures have been embodied in the legislation of each European country, for example RD 1559/1997 in Spain. However, from July 2013, there is only one new law, 1223/2009.

Cosmetic products are highly regulated, but not exempt from possible adverse reactions. The aim of the law creates a free European market for cosmetic products and to guarantee the health and safety of the consumers through the establishment of (i) a number of technical limitations on cosmetic composition, and (ii) requirements for the information that must be available to the authorities and the general public. The beauty industry has two characteristics: high regulation and high consumer trust, which is built on well-established, world-wide manufacturing brands (Burt et al., 2005).

Although the consumption of natural cosmetics is lower than the consumption of conventional cosmetics, studies indicate a growth rate of 15% for natural products compared with 5% for conventional cosmetic products (Alcalde, 2008). However, there are some barriers which prevent the consumption of natural products. Most obvious among these barriers is identifying the difference between natural and other products, and checking that supposedly natural products conform to the necessary standards.

This paper has two objectives. It reports a quantitative and qualitative research study of the technological innovations introduced by manufacturers of cosmetics in general and particularly manufacturers of green and natural cosmetics. It also contrasts differences in structural and operational characteristics. The target of cosmetic industries analysed are located in Catalonia (north-east of Spain) which is home to 42% of the industry in Spain in terms of employment and value added (STANPA, 2013).

The present paper describes different key success factors in Catalan manufacturers of cosmetics. The study employs the concepts of key success factors (KSF), type of innovation, economic sector, type of industry, geographic zone and type of cosmetic.

This paper is organised as follows. After the first, introductory section, the main features of the cosmetic industry in general, and the green producers in particular, are described. Next, in Section 3 present a review of the literature about the topic. The fourth section explains the sample and the methodology used. The fifth part contains the main results. The papers end with conclusions.

 

2.        Cosmetic industry background

This section presents the types, definitions and composition of cosmetic products. According to the new regulation UE 1223/2009, the definition of a cosmetic product is any substance or mixture intended to be placed in contact with the external parts of the human body (epidermis, hair system, nails, lips and external genital organs) or with the teeth and the mucous membranes of the oral cavity with a view exclusively or mainly to cleaning them, perfuming them, changing their appearance, protecting them, keeping them in good condition or correcting body odours.

Three types of cosmetic products must be considered: conventional, green and natural cosmetics. Conventional cosmetics are the most well-known and include chemical ingredients that are usually of low quality.

Green cosmetics have ingredients from organic cultivation without pesticides or chemical fertilizers that have not been genetically modified. These cosmetics are free of preservatives, colorants, synthetic fragrances, silicones or mineral oils derived from the petrochemical. Natural cosmetics use natural active ingredients but without guaranteeing either their quality or origin. Natural cosmetics may include chemical ingredients.

Green and natural products are fashionable because they avoid toxic, DNA altering or carcinogenic substance. For this reason, brands introduce green lines of products in order to attract new customers who prefer the green alternative. Natural and green cosmetics are an alternative to conventional cosmetics and achieve a privileged position in the beauty market.

Cosmetic products have three components: active ingredients, a base and additives. The active ingredients are the most important component and it is the activity of the ingredients (moisturizing, reaffirm, regenerate, etc.) that gives visible results and determines the price of the cosmetic. These active ingredients may be vegetable, mineral, animal or synthetic. The base is the component that gives texture, but it may cause allergies. The principle ingredient of the base is water, but may also include alcohol or products derived from petrochemicals. The percentage of active ingredients, which is usually lower than 3%, and the quality of the base make the product more or less efficient.

The additives are colorants, preservatives and perfume. According to Roquero (2010) the additives are responsible for cosmetic smell, good appearance and protection. These additives can also cause allergies in the same way as the base. Therefore, the trend is to reduce this component to avoid allergies.

 

3.        Trends in the cosmetic industry

Currently, the concept of innovation has an important influence on the competitiveness of companies. Innovation is crucial to the growth of a company because companies that do not generate good new products or processes lose competitiveness. For this reason, the companies focus on the implementation of business strategies that retain competitiveness in the market, such as good business management, a process of continuous innovation and detection of improvement points and good practice.

Manufacturers apply innovative developments to all the products in the market. Innovation has been a crucial element in cosmetics products since they were first developed for sale and innovations have been possible because of the application of science to the manufacture of cosmetics products.

Łopaciuk and Łoboda (2013) present an overview of the global beauty care products industry at the beginning of the XXI Century, tracking product categories, main geographic regions and mass/premium cosmetics segments. They classify the trends in the cosmetic industry in four categories: marketing trends, distribution trends, product trends and emerging market trends.

In terms of marketing trends, Lennard (2011) highlights how organic beauty products – natural cosmetics, manufactured in accordance with fair-trade philosophy – have gained importance in the market, spreading from a niche occupied by a small number of companies to being incorporated into the mainstream market and distributed through standard channels such as supermarkets and department stores.

Łopaciuk and Łoboda (2013), Barbalova (2011) and Moulin (2012) emphasize how a change in distribution channels has occurred since the beginning of the present century. Their main conclusion is that the Internet is growing in importance as a retailing channel. According to Euromonitor International (2011), online sales accounted for 3% of global cosmetic sales in 2010, while in the top three online markets – South Korea, France and the United States – they accounted for between 5.8% and 7.5%.

Kumar (2005) affirms that four important trends in technology and innovation are setting the pace in today’s cosmetics market. The first one is related to distribution, because, as noted above, information systems are used to enhance market share. The other three trends relate to products: (i) the growing proportion of transitive cosmeceuticals in the cosmetic market, (ii) special cosmetic products for aging populations and (iii) special products for ethnic groups.

Łopaciuk and Łoboda (2013), identify two trends in product innovation in recent years: time-saving and the long-lasting products. Time-saving products are a response to the needs of today’s ever-busy consumers who want to limit the amount of time spent on their daily beauty routine. As a result, a lot of research has been conducted on products such as quick drying nail polish or multi preparations like 3-in-1 shower gel, facial wash with shaving foam or hybrid products for the face that incorporate elements of make-up, skincare and sun protection.  In recent years the most dramatic, world-wide market growth took place in Brazil and China, which are both lucrative markets (Łopaciuk and Łoboda, 2013). Euromonitor International (2011) predicts that the Latin America will become the third largest region globally.

The cosmetic industry needs to respond to the specific demands from emerging countries, customizing their products. Euromonitor International (2011) gives some examples, including skin whitening creams in Asia, men’s skin care in India and hair straightening creams in Latin America.

In addition, there is a growing demand for organic products, manufactured in a sustainable way, often according to the fair trade philosophy, mainly from the traditional markets of Europe and the US.

The overall conclusion about the current trends in the cosmetic industry can be summarized in three points: (i) the future demand of cosmetics will be fuelled mostly by the emerging markets of Asia and Latin America, (ii) the cosmetic industry must adjust its distribution strategy to new retailing channels like the Internet and, (iii) there is a need to create customized products for the emerging markets and natural products based on technology for the traditional markets of Europe and the US.

The Spanish cosmetic industry is characterized by a high level of innovation in luxury brands and also by generic brands and secondary brands. Innovation focuses on product differentiation. The sector has been boosted by major companies that have managed to convert personal care cosmetic products into their own brand to drive growth. This is the case of Mercadona supermarket with Deliplus and DIA supermarket with the recent acquisition of the Iberian subsidiary of the German company Schlecker. This strategy is becoming a trend in the industry. All types of brands, from low-cost generic brands to high quality exclusive brands, have a strong investment in innovation.

While almost all subsectors in the cosmetics industry have been affected by crisis, luxury brands, including green and natural cosmetics, have been resilient. According to STANPA (2013), the Spanish luxury market had € 4.2 m of revenues, an increase of 20% on last year. Therefore, this segment has great potential and must be analysed in detail because they represent a growth segment and this trend will continue and will influence the whole cosmetics market.

 

4.        Methodology

In this section, we describe the method followed for collecting empirical evidence. A qualitative approach was used to identify patterns of innovative behaviour in sustainable and value-added products. The case study approach enables researchers to immerse themselves in rich data and reflect the longitudinal or dynamic progress of an establishment or phenomenon. Cases are descriptions of particular instances of a phenomenon that are typically based on a variety of data sources (Yin, 2009).

The main methodological instrument used was a semi-structured interview guideline. The interview was developed based on the questionnaire of the Community Innovation Survey (EUROSTAT, 2014) and the European Manufacturing Survey (ISI, 2014), which are both relevant innovation surveys. Regular technological and non-technological survey items were adapted into an interview sequence. Additional aspects, characteristic to cosmetic companies, were added after an extensive review of the literature and sector-specific report.

The main criterion for case selection is diversity. Cases were selected to present variety in products, operations and differentiation factors, while remaining within the same industry, namely manufacturers of cosmetic products. Each case adds some specific feature and contributes to sector-specific idiosyncrasy. These aspects are illustrated in Table 1.

Face-to-face interviews took place in the habitual work place of respondents, who were production or innovation managers. Interviews lasted approximately one hour, which was long enough for a discussion ranging over five thematic areas: i) general operational and structural characteristics of the company, ii) natural ingredients/products and certification, iii) innovation and expected impacts, iv) technological innovation, and v) non-technological innovation. The full methodological details of the study are described in Table 2.

 

Case

Employees

Markets

Type of cosmetic manufactured

Main activity

Mission statement/values

NATURAL1

Micro

Local 30%

National 60%

EU Market 10%

Others Continents 0%

Green and natural

Plant based cosmetics and aromatherapy

A brand of facial and body products, a luxury for skin due to their quality

NATURAL2

Micro

Local 20%

National 60%

EU Market 10%

Others Continents 10%

Green and natural

Hair and scalp disorder specialists

Our best guarantee is our customers’ trust

CONVENTIONAL1

Small

Local 0%

National 70%

EU Market 20%

Others Continents 10%

Conventional

Cosmetics and treatment production

We work according to a quality management system continuously controlling for quality of both the raw materials and the final products

CONVENTIONAL2

Micro

Local 45%

National 45%

EU Market 10%

Others Continents 0%

Conventional

Specialized in the dermocosmetic and fragrance markets

Distributes high value cosmetic actives… our portfolio only has technological and value added products, and we provide with all the technical and creative support

CONVENTIONAL3

Small

Local 45%

National 30%

EU Market 10%

Others Continents 5%

Conventional

Develop, formulate and manufacture professional cosmetics and medical device

Quality, security and improvement of your product’s development and manufacturing

HYBRID

Medium

Local 4%

National 35%

EU Market 10%

Others Continents 50%

Green, natural and conventional

Professional skincare products

Professionalism, quality, innovation and integrity are the values that constitute the essence of our company and that have persisted unaltered over half a century

Table 1. Interviewed companies

 

 

Geographic area

Catalonia (Spain)

Main sector of interest

Manufacturers of cosmetic products

NACE code

2042 – Manufacture of perfumes and cosmetics

Total number of companies

89

Documentation

Presentation letter, interview guideline

Average duration of interviews

60 minutes

Contacted companies

10

Valid interviews

6

Follow-up and reminders

E-mail and telephone

Period of interviews

May – August 2013

Interview management

Literal transcript

Data analysis

Within- and cross-case analysis

Table 2. Methodological summary

 

Initially a within-case interpretation was conducted as a first step in order to identify patterns of behaviour related to concepts previously identified in the literature. This step is important to immerse the researchers in the reality of each case and understand their complexity, priorities, vision and opinions. A cross-case analysis (Eisenhardt, 1989) was then performed, comparing and grouping cases in order to identify similarities and differences. In the following section we report the main findings from the case studies.

5.        Results and discussion

Although the field work generated many insights, for the purpose of the present article we focus on the most interesting results that align with our objective. To be transparent, we include quotations from respondents to illustrate their opinions. Our results are presented in the same sequence as in the interviews.

 

5.1.     Company characteristics

As shown in Table 1, the cases included two businesses manufacturing green and natural cosmetic products, three companies producing conventional beauty treatments and solutions and one hybrid combining both options. The green manufacturers are micro-firms, while the conventional manufacturers are small size businesses. The hybrid company was the biggest. This company is also the most experienced, with more than 50 years in the business. The green and natural producers are more locally oriented in their sales, while the other types have more sales to Europe and also external markets in other continents. As discussed above, green and natural aspects might add value and differentiation to products and produce a shift in the concept of quality, from achieving the minimum to a more sophisticated concept of quality in terms of sensation, value and respect (for society and the environment). This aspect can be observed in all the companies whatever their main product type.

 

5.2.     Orientation and Strategy

Since orientation towards green and natural products and processes is a complex issue and implies a series of organisational and financial resources, strategy is a key aspect to consider. Given the current economic situation in the market, technological strategy deserves particular attention.

Companies were especially sensitive to this issue and the main products mark a visible difference between green and natural product manufacturers, on the one hand, and conventional manufacturers on the other. The most illustrative responses are shown below:

Natural cosmetic is more than a trend or fashion… it is a way of thinking and lifestyle (NATURAL1).

 It is new trend and it has much potential for the future […] in our vision, mass consumption is not feasible right now (NATURAL2).

It is a growing business sector due to the trend to be more aware and protective of the environment (CONVENTIONAL3).

From the quotations in Table 3, it can be seen that all companies agree that natural and green cosmetics are a challenging business. From the interviews we conclude that companies that are involved in such activities have a stronger belief in this direction and their trajectory in the green and natural cosmetic field. But they are not without problems. Even if they have a good product, markets, consumers, regulations and cultural aspects are beyond their control and may hamper the spread of their sales. Conventional cosmetic producers, on the other hand, give the impression of being able to enter this market, but still do not engage in these activities.

 

 

Case

Green/Natural orientation

Innovation orientation

Market Strategy

Reasons

Who decides the strategies

NATURAL1

“We think that natural cosmetic is more than a trend or fashion … it is a way of thinking and lifestyle”.

“It is essential to be competitive in our sector”.

A, B, C

“All strategies are to expand the market.”

Mutual agreement with all departments

NATURAL2

“It is new trend and it has much potential for the future, but it is necessary to make improvements because organic actives are very expensive, that is to say, the processes of elaboration and extraction have a high cost and, in our vision, mass consumption is not feasible right now. Moreover, in this sector there are two important problems: 1) 100% organic packaging does not exist, 2) Evaluating the efficacy of the products in a natural way is impossible.”

“It is one of the key factors to achieve success.”

A, B, C, D, E

“All strategies are to expand the market and be more competitive.”

Mutual agreement with all departments

CONVENTIONAL1

“It is a big area of business and I think it has much future … but we do not dedicate to it.”

“It is fundamental to be competitive in our sector together R&D and quality control.”

A, B, C

“The strategies depend on the type of manufactured product but the objective is the same: to achieve to be more competitive and expand the market.”

Management team

CONVENTIONAL2

“It is a new trend in the market”

“It is necessary to obtain new, improved and cheaper products and process”

A, B, C, D

“Because these strategies are the most conventional in our sector and we want to be more competitive.”

Management team

CONVENTIONAL3

“It is a growing business sector due to the trend to be more aware and protective of the environment.”

“Our aim is to improve and update active cosmetics by mechanisms of action in the body focusing also on the presentation of finished product.”

A, B, C, D, E

“Because one of our main objectives is to expand the market.”

Technical manager

HYBRID

“In recent decades, the care for the ecology is a fact. Also in the field of cosmetics, R&D and creating products with ingredients based on sustainability and the correct use of resources are very important. I think in the future this trend will be stronger.”

“The cosmetic product has to be effective and safe, and it even has to be able to surprise the user, satisfying and responding to sensory consumer demands. Innovation has to be conducted in order to obtain products based on the latest technology with a good scientific base.”

A, C, D

“To diversify, improve competitive advantage, attract new customers, etc., are essential in order to ensure the  sustainability of the company in a competitive and dynamic environment”

General manager

A – Develop new products in order to open new markets; B – Imitate the leaders in innovation; C – Adopt developed technologies; D – Develop existing technics, progressively; E – Change the production method

Table 3.Orientation and strategy

 

Technological strategy and innovation represents a vital aspect for all companies interviewed, and they use words such as “essential”, “fundamental”, “key”, and “necessary” and no obvious differences can be observed between different types of cosmetic products. The most relevant quotations came from the hybrid manufacturer:

The cosmetic product has to be effective and safe, and it even has to be able to surprise the user, satisfying and responding to the consumer’s sensory demands. Innovation has to be conducted in order to obtain products based on the latest technology with a good scientific base (HYBRID).

In terms of market strategy, and possibly accentuated by the current economic situation, all interviewed companies coincide in using a variety of at least three market strategies for improving their competitive position and expand their markets. The main market focus is on product development and technology adoption, all companies affirming that they develop new products in order to open new markets and adopt already developed technologies which support strong implementation of product and process innovation. No differences in behaviour pattern or strategic orientation were perceived. The situation is different when we look at how strategy is developed. Green and natural cosmetic manufacturers state that market strategy is developed following a mutual agreement between all departments, while in the conventional cosmetic manufacturers the (general, technical) manager or the managerial team decide marketing strategy. This result might suggest that green and natural manufacturers are less hierarchical, and strategy is a shared responsibility between all departments. This might also be influenced by the size of the companies.

 

5.3.     Quality and certifications

In the case of end-user products, in general, and cosmetic products, in particular, quality is a must. ISO certifications 9000 and 14000 are the most frequent certifications of product and process quality. At present, they are predominant in the cosmetic sector and consequently they do not represent a differentiating factor. In parallel, sector-specific norms appeared, such as ISO 22716:2007 which gives guidelines for the production, control, storage and shipment of cosmetic products. Complementary to ISO, Ecocert was the first certification body to develop standards for natural and organic cosmetics, created in 2003. It currently supports and guides more than 1,000 companies through their certification processes. Among the companies interviewed only one case bears the Ecocert certification. It is interesting to observe that it is a hybrid company, producing both traditional and natural cosmetics.

In Table 4 we show the results of our interviews in terms of quality, certification, Ecocert and main barriers. As a piece of example, regarding quality one of the CEOs commented:

Quality in the natural cosmetic product is synonymous of quality in all stages of the value chain: starting with high quality raw materials having their origin in other continents -different from Europe-, produced by the means of ecological agriculture with a careful control against land overexploitation, continued with a cautious transformation, until the packaging using recycled and recyclable materials resulting in a product without perfumes, colorants and preservatives, non-tested on animals finally sold through special distribution points or channels such as eco shops, cooperatives or fair trade (NATURAL1).

 

Case

Certification and Awards

ECOCert

Relevant comment relative to ECOCert

NATURAL1

na

û

We do not have this certification … our main concern is to provide the latest innovations on the health of the skin … we do not discard the possibility to obtain this certification someday.

NATURAL2

ISO9000, ISO14000, ILE award – Best European Employment and Training Scheme

û

We do not have this certification because the company philosophy is to work well … namely, it is focused on achieving very effective cosmetics and certification in order to guarantee its products.

CONVENTIONAL1

ISO 9001:2008, ISO 22716:2007

û

 

CONVENTIONAL2

na

û

 

CONVENTIONAL3

ISO 22716:2007

û

 

HYBRID

ISO9000, ISO14000, ISO 22716:2007

ü

We have this certificate because our firm wants to meet the demand of a sector in a specific market. However, one should be aware that the ECOCERT products are not a line with high profitability due to the still low demand.

n/a: not available

Table 4. Certifications and awards

 

We also detect the existence of certificates, awards and recognitions. It is interesting to observe that there is no clear pattern regarding ISO certification. In terms of Ecocert, green and cosmetic producers were questioned about perceived barriers. From more important to less the ranking of factors hampering Ecocert certification –and ultimately also valid for barriers in producing green and natural products- are: too much documentation, special space for manufacturing, not economically feasible, low or lower consumption of this type of products, unavailability of raw materials and/or distributors. The only company holding this certificate comments:

We have this certificate because our firm wants to meet the demand of a sector in a specific market. However, one should be aware that the ECOCERT products do not necessarily and immediately translate into high profitability due to the still low demand (of ecological products). (HYBRID).

Overall, and to conclude this section, we perceive a state of maturity of cosmetic producers regarding the traditional quality concept. This reality is ultimately sustained by holding ISO certificates. New forms of quality, in the sense and essence of green and natural cosmetics, are also present, but they are not certified. However, rather than discarded, they remain under consideration for future possibilities, highly depending on the proved effectiveness of these products, user awareness and other determinant macro issues.

 

5.4.     Research and sustainability

The strong strategic orientation towards new product development and the adoption of existing technologies puts special emphasis in the topic of R&D, research and sustainability activities. Again, expressions such as “essential”, “fundamental”, “important” and “useful” indicate companies’ commitment to these activities. Moreover, we questioned companies about concrete research and sustainability actions. As shown in Table 4, R&D is mentioned in relation to innovation, in terms of new products and significant improvements of existing ones, by the majority of participants. Companies mention a series of areas of interests: natural and green cosmetic and hybrid manufacturers mentioning alternative methods to replace testing with animals, while conventional manufacturers refer to new techniques for product development and specific areas of interest in the field of cosmetics, such as micro-pigmentation or cosmetology. All companies are interested in sustainable activities, including non-animal testing, while green and natural cosmetic manufacturers highlight sustainable packaging. In the words of one manager:

We want to be green and natural in all facets of our product from ingredients to packaging… in fact, packaging is very important… it contains relevant information about the product and it creates the first impulse in our customer (NATURAL1).

 

5.5.     Innovation activities and outcomes

The continuously growing demand for cosmetic products, as well as a sensitive attitude towards sustainable products in general, moves manufacturers towards innovation. The cosmetic industry abounds in all types of innovation, including product, process, marketing and organisational (OECD, 2005). Companies were asked about all types of innovation in the items from the regular innovation survey, which deal with use/implementation, degree of novelty and impact.

The information in Table 5 shows that all companies have implemented new-to-the-firm innovations and market product innovations and marketing innovations in the three year period prior to our field work (2010-2012). Four of the six companies introduced process innovation and organisational innovation. There were many innovations in these companies and an ambition to develop better formulas and products, more efficient processes, improved and new packaging and work re-organisation.

 

 

Case

R&D

Research lines

Activities towards sustainability

NATURAL1

“R&D is essential to provide the latest innovations on the health of the skin.”

–       New ingredients

–       Alternative methods of testing animals.

–        Non-animal tests.

–        Sustainable packaging.

NATURAL2

“R&D is fundamental for the firm”

–       Cosmetogenomic: innovation techniques.

–       Cosmeceutics: genetically manipulated actives.

–       Pharmacodynamics: study of the biochemical and physiological effects of drugs on the body.

–       Alternative methods of testing animals.

–        Non-animal tests.

–        Sustainable packaging.

CONVENTIONAL1

“Depends on the product, but the most important is R&D in order to improve manufactured cosmetic products. “

–       Micro-pigmentation: innovation technic.

–        Non-animal tests.

–        Pollution control technologies.

–        Waste management technologies.

–        Recycling technologies.

–        Reduction of CO2 emissions.

CONVENTIONAL2

“Acquisition of equipment to improve methods of obtaining the purest  active ingredients.”

–       New obtaining technics in the process.

–        Non-animal tests.

–        Reduction of CO2 emissions.

CONVENTIONAL3

“R&D useful for the formulation of new products with innovative actives.”

–       Cosmetology: is the study and application of beauty treatment.

–        Non-animal tests.

–        Reducing solvent consumption and waste.

–        Pollution control technologies.

–        Reduction of CO2 emissions.

–        Recycling technologies.

HYBRID

R&D in order to achieve new products according to demand market.

–       Anti-aging products

–       Alternative methods of testing animals

–        Certification of compliance with Good Manufacturing Practices Cosmetic.

–        Reduction of CO2 emissions.

–        Non-animal tests.

–        Sustainable packaging.

Table 5. Research and sustainable activitie

 

6.        Conclusions

The aim of the present article is to present an analysis of innovation and sustainability as two important contributors to success in the cosmetic industry, depending on whether the main product line of a company is green and/or natural, conventional or hybrid. In all industries, and this industry in particular, there is a shift in the concept of quality from complying with the minimum or the norm, to a more sophisticated concept of quality that includes responsible users and exploitation of raw materials, recycled and environmentally-friendly packaging, new products in response to customers’ concern for their health and beauty, improved and more efficient processes and, not least important, with regard for employee well-being.

By analysing a series of cases, we identify general characteristics and innovative behaviour of green, natural, conventional and hybrid cosmetics manufacturers. Overall we find a high level of commitment to innovation in terms of strategy, and many types of innovation used to improve market position and improve competitive advantage. Green and natural cosmetic manufacturers mainly differ from other companies in terms of their size (they are smaller), their markets (more local), packaging (using more glass and paper as materials in primary packaging), have strategies agreed among all departments, and some common research interest and sustainable activities. All these aspects are fully in line with the trends described in the initial part of the present article.

Integrating strategy, R&D and innovation with sustainable aspects in a crucial sector, such as the chemical industry in general and cosmetics in particular, contributes an understanding of how companies manage their shift towards the greening of their products, which remains a future trend for most manufacturers.

Finally, this study has several limitations. The main limitation is the number of cases, especially in the green and natural cosmetic producer categories. This further translates into some difficulties in generalising the results. Among the interviewed companies there were no big corporations, and all the companies studied fall into the SME category.

References

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[FULL] Article 2, Volume 1 Issue 1

An ISO 10002:2004-based feedback-handling system for the emergency and inpatients care

Author

Mohammad Ashiqur Rahman Khan

Stanislav Karapetrovic

Abstract

The development of an ISO 10002:2004-based system for handling unsolicited patient feedback within a continuum of care in a Canadian hospital is presented. Through interviews of registered nurses, unit managers and experts, patient encounters and existing feedback-handling activities were studied and the learning was incorporated in a Feedback Handling System (FHS). Guidance from ISO 10004:2012 was used in defining FHS maintenance activities. New activities and items that are not suggested in ISO 10002:2004 were introduced. The FHS follow-up component was validated through actual patient feedbacks. The usefulness and feasibility of the developed FHS were verified by interviewing research participants. According to the feedback-handling experts, the FHS could be useful at the unit–level. To our knowledge, this paper shows the first application of ISO 10002:2004 in integrated health care. It also demonstrates an example of the “augmentation” of ISO 10002:2004 with ISO 10004:2012-based monitoring of patient satisfaction in integrated health care.

Keywords

1.      Introduction

Customer feedback provides a wealth of information about a customer’s expectations and perceptions about the received product and service. Customers of health care include the public in general and the patient in specific (Deffenbaugh, 1994). Furthermore, the patient family and friends, also considered as health care customers (O’Malley et al., 2008), provide useful feedback. Numerous studies can be found on the importance of feedback in health care (e.g., Stichler and Schumacher, 2003; Seelos, 1994; Levine et al., 1997). Feedbacks are important not only for understanding the patient perception, but also for identifying the problem areas and improvement opportunities. Complaints are considered a useful indicator of service quality (Kline et al., 2008). ISO 10002:2004, a customer satisfaction standard, provides guidance for the design and implementation of a complaints-handling process. Surprisingly, studies on the application of ISO 10002:2004 in health care are still rare.

Unlike the traditional health care that is provider-centered and focused on systems rather than patients (NHS, 2003; Friedman et al., 2001), Integrated Health Care (IHC) is “a coordinated organizational process that seeks to achieve seamless and continuous care, tailored to the patients’ needs” (Mur-Veeman et al., 2003). IHC advocates providing patient-centered care with well-connected services (Suter et al., 2009; Ouwens et al., 2005; Thomas, 2007; Kerberet al., 2007; Lamb, 1997; Armitage et al., 2009). With its patient focus, integration may reduce fragmentations within the organization and improve continuity and coordination of the care (Ouwens et al., 2005; Rygh, 2007). It is possible that patient feedback can be obtained and used more effectively and efficiently in an IHC system than in a traditional system, in which the feedback-handling can be isolated and discontinuous. Surprisingly, no work on handling unsolicited patient feedback within the IHC setup can be found in the literature. Nonetheless, it is an interesting problem to explore because the benefits of IHC should also be realized in feedback handling.

In this paper, the application of ISO 10002:2004 in developing a Feedback-Handling System (FHS) for IHC is illustrated. A care continuum consisting of the Emergency Department (ED) and inpatients care in a Canadian hospital was assumed as an IHC case. First, the significance of handling feedback in IHC is discussed and the existing frameworks found in the literature are reported. Then, the existing activities within the care continuum are identified and analyzed based on interviews with the research participants, which includes care providers and feedback handling personnel. Subsequently, the development of an ISO10002:2004-based FHS is presented with the details of the operational and maintenance processes. The maintenance process is further augmented by using ISO 10004:2012, a standard for monitoring and measuring customer satisfaction. The feasibility, usefulness and potential implementation of the FHS are analyzed with inputs from the research participants. The follow-up activities are verified by investigating actual feedbacks that were documented in a developed form. Conclusions are drawn regarding the findings and future research directions are proposed.

2.      Feedback-handling: Significance and Frameworks

Feedbacks are “the opinions, comments and expressions of interest” (ISO 10002:2004, sub-clause 3.6). Interestingly, the expression of dissatisfaction is firmer and more reliable than that of satisfaction (Coyle and Williams, 1999; Mulcahy and Tritter, 1998). Therefore, patient dissatisfaction can indicate systematic issues and uncover potential improvement opportunities regarding the care quality and patient experience (Davis et al., 2008). However, a very small number of dissatisfied customers actually convey their dissatisfaction (Stichler and Schumacher, 2003), but may convey their bad experience to others (Stichler and Schumacher, 2003; Kress and Silversin, 1983; Eccles and Durand, 1998; Gingold, 2011). The study of complaints helps in identifying problem areas that are causing patient dissatisfaction (Stichler and Schumacher, 2003; Saravanan et al., 2007; Anderson et al., 2000) and opportunities for quality improvement (Anderson et al., 2000). Moreover, feedback data can act as the indicator of customer expectations and satisfaction (ISO 10004:2012, Clause 1). Complaints are sometimes conveyed by a third party such as a relative (Anderson et al., 2000). However, patients may refrain from raising their concerns fearing negative consequences (NHS, 2003). Therefore, patients, as well as their family and friends, need the encouragement and assurance to leave feedbacks. Additionally, staff members can be assigned to monitor that the customer needs are fulfilled (Eccles and Durand, 1998). Building capacity for having a proper feedback-handling system and treating complaints as improvement opportunities are strongly recommended (Seelos and Adamson, 1994; Hsieh et al., 2000). An appropriate system for handling feedback would also be significant in IHC, which is known for its focus of the patients and the continuum of care.

In the literature, there are examples of complaints handling frameworks, as well as tools for the collection and analysis of feedback and its use (e.g., Zairi, 2000; Osborne, 2004; Nordlund and Edgren, 1999). Health care specific examples are discussed in Allen et al. (2000), Kress and Silversin (1983), HQCA (2007), NHS (2003), Smith and Swinehart (2001) and Hsieh et al. (2005). The only well-known international standard on complaints handling is ISO 10002:2004, which is a “guideline standard” that is not intended for certification. It includes guidance on the planning, designing, operation, maintenance and improvement of a complaints handling process. Applications of ISO 10002:2004 can be found in the literature in various areas, including an electrical utility (Hughes and Karapetrovic, 2006), fast-moving consumer goods (Ang and Buttle, 2012), university education (Karapetrovic, 2010; Honarkhah, 2010), health insurance (Ang and Buttle, 2012) and health care (Ang and Buttle, 2012; Fernandez et al.,2010; HQCA, 2007). To our knowledge, there has not been any research on standardized feedback-handling within IHC, and that provides the motivation for this research.

3.      Methodology

This research was initiated as part of a project on customer satisfaction in IHC (Capital Health, 2008). Although  the principles and components of IHC are identified and analyzed in the literature, “Patient centeredness” (O’Malley et al., 2008; Suter et al., 2009; Friedman et al., 2001) and “Comprehensive service across the continuum of care” (Suter et al., 2009; Friedman et al., 2001) are focused on in this paper because of their relevance to feedback-handling. The patient focus is engraved into the FHS by applying ISO 10002:2004 with its principles and guidance. An Emergency Department (ED) and inpatients care of a hospital was assumed as an example case of IHC. The experiences of patients who receive care in the ED and get admitted in the inpatients care were the focus of this research. The FHS was developedby considering this continuum of care as one system in an approach that is different from traditional feedback-handing at each stage of the continuum individually.

ISO 10002:2004 does not detail the validation of the feedbacks or the communication and reporting of the results from the feedback analysis. Therefore, in further defining these maintenance activities, ISO 10004:2012, was applied in addition to ISO 10002:2004.

This research involved the following steps, which are detailed in the next section:

  1. Study the care continuum;
  2. Determine the existing feedback-handling activities;
  3. Develop an FHS;
  4. Verify the FHS’s usefulness and feasibility.

As part of the first two steps, the hospital’s internal documents and publicly available reports were studied and the research participants were interviewed. The research participants included one Program Manager (PM), three Unit Managers (UMs) and four Registered Nurses (RNs) from the ED and inpatients care, as well as two feedback-handling experts. After the development of the FHS, its usefulness was verified by interviewing each group of participants. Based on the responses from one group, the FHS was modified and passed to the next group before their interviews. Additionally, the follow-up component of the FHS was tested through tracking actual patient feedbacks by one of the participants. The results are now discussed. 

4.      Results

4.1.    Study of the care continuum

Based on the interviews with participants, flowcharts depicting the care processes within the continuum were constructed. For each activity within the care flow, the “SIPOC” elements, i.e., “Supplier-Input-Process-Output-Customer” (Miller, 2005), and the care provider(s) were determined. The intent was to focus on a patient’s journey from the initiation to the end of the care, as well as to identify the “moments of truth” i.e., the service encounters during which a patient makes judgment on the quality of care (Osborne, 2004). Therefore, every patient encounter with the health care provider or organization can have the potential for feedback (Osborne, 2004). Because the higher the clinical complexity, the higher the likelihood that concerns may occur (Kline et al., 2008), patients who go through multiple procedures and stages are more likely to have feedback. For instance, the study of the care flowchart helped to identify two such points in the continuum for which there is a potential for concerns. They were: (1) patients waiting in the ED and (2) patients being handed-off from the ED to inpatients care. Patients wait for the next step of care at both these points and a long waiting time can initiate patient complaints.

4.2.    Existing feedback-handling activities

Based on the interviews of the participants, as well as the study of the available reports, the following conclusions were drawn:

  • The ED and inpatients care patients may leave feedbacks with a feedback-handling department within the province. This department conveys the received feedback to the related health care unit of a hospital and records the follow-up activities. However, neither the ED nor the inpatients care units in the hospital have their own system of feedback handling. The feedbacks received within the units are typically handled individually by the UMs and the care providers.
  • No defined process exists in the hospital for the collection and follow-up of orally-conveyed feedbacks. However, in the Canadian province of Alberta, where the hospital is located, a large number of patients with serious complaints complain orally (HQCA, 2010).
  • Within the ED and inpatients care units, there are no defined feedback monitoring or feedback-based improvement activities.
  • Feedback follow-up activities may not be tracked effectively and consistently when the feedback involves personnel such as physicians, therapists, social workers and dietary staff, who are outside of the chain of command of the ED and inpatients care.
  • Issues may happen at the handing-off: a feedback received in the ED may not be communicated to the inpatients care even though the patient is handed off to the inpatients care.
  • The UMs of ED and inpatients care are responsible for their own units’ feedback follow-up activities. However, no defined process exists for helping the coordination among the UMs in their handling of feedbacks.

While the first three are gaps in the existing system, the remaining are continuum issues that should be addressed in an integrated system. Consistent with the idea of a provider-centered health care system, which typically cannot offer a complete view of a patient’s care experience along the entire care continuum (Lamb, 1997), the existing feedback-handling activities are discontinuous and isolated. Therefore, a unit-level FHS along the care continuum should be useful and efficient in addressing both the continuum issues and the identified gaps. The following sub-sections illustrate the development and a partial validation of the FHS.

 

4.3.    Development of the FHS

Guidance from ISO 10002:2004 was used in developing an FHS, with the focus on the unit-level handling of feedback. Complaints and recommendations were both considered as inputs. Hence, the scope of ISO 10002:2004, which is specific to complaints only, is augmented. The FHS components, which are illustrated below, include a policy (based on sub-clause 5.2, ISO 10002:2004), objectives (6.2), responsibility and authority of the personnel (5.3), operational process (7) and maintenance and improvement process (8). The latter process was further enhanced by applying guidance from ISO 10004:2012.

 

4.3.1. The FHS Policy

During the time of the research, the hospital did not have a specified feedback-handling policy. The intent of the half-page policy developed as part of the FHS was to build a culture of listening to the voice of patients and enhancing satisfaction. The policy was developed and worded based on the ISO 10002:2004 guiding principles in Clause 4. The policy included statements on the “visibility”, “accessibility”, “responsiveness”, “objectivity”, “confidentiality”, “customer-focused approach”, “accountability” and “continual improvement” of the FHS. “Charges” was the only principle not included, because there is no money is involved in the process of patients leaving feedback. As an example of how the FHS policy reflects the ISO 10002:2004 principles, the policy states:

“The patient focus is emphasized by encouraging and facilitating the collection and follow-up of patient feedback, sincerely committing to resolving issues, implementing corrective, preventive and improvement actions, and replicating the good practices and recommendations”.

Interestingly, patient focus (“Customer Focus”, as illustrated in sub-clause 4.8) is also a core principle of IHC. “Responsiveness” and “accountability” pertaining to the FHS are relevant to the continuum of care, both being improved by the integrated and collaborative handling of feedbacks by the personnel involved in multiple stages of the care.

 

4.3.2. The FHS objective

The core objectives of the FHS are to obtain feedbacks by involving the care providers closest to the patients in resolving concerns within the care continuum and to use the results from the feedback analysis in improving the care. Additionally, the FHS should help in providing a snapshot of patient satisfaction regarding the care received. By involving care providers, quicker resolution of complaints should be achieved. These objectives are connected with the IHC principles (i.e., patient centeredness and the continuum of care), are consistent with the policy, and are measureable through the suggested indicators (discussed in sub-section 4.3.5 below).

 

4.3.3. Responsibility and authority

The UMs from ED and inpatients care are responsible for leading and managing the feedback tracking activities. For a different setup, this responsibility can be assigned to other personnel as necessary. Thus, “accountability“ is established, which is a principle of ISO 10002:2004 (sub-clause 4.9). Communication and collaboration between the UMs of the two stages should help making the feedback-handling “seamless” and “coordinated” (Mur-Veeman et al., 2003) along the continuum, which are the attributes of IHC that distinguish it from the traditional care.

 

4.3.4. Operation of the FHS

The UM and nurses can inform the patients of the ways to leave feedback, including a feedback form designed to obtain written feedbacks from patients and the locations of the feedback drop boxes, as well as of the manner in which the feedbacks would be used (ISO 10002, sub-clause 7.1). The UM can check the drop boxes every day for feedbacks left by patients, or assign the duty to an assistant, such as the Unit Clerk. The locations of the drop boxes are determined following the study of the care continuum (see step 1 of the methodology). For the ED, the drop box should be placed in the waiting room and for the inpatients care, the locations chosen were next to the reception desk, inside a ward and on the wall of the corridor within the unit (Figure 1). In all three locations, patients may have to wait or are between procedures, which allow them opportunities to fill-out the feedback form.

Figure 1. Inpatients unit locations of the feedback drop boxes

Figure 2 illustrates the FHS’s operation, including the ISO 10002:2004 sub-clauses in parenthesis. Patients can leave feedback by informing the care provider (e.g., doctors and nurses), by filling the feedback form and dropping it into the feedback drop boxes, through emails, letters and phone calls, as well as by contacting external parties, such as the central feedback-handling department and the media. Consistent with the existing practices of the care continuum, patient feedbacks are handled by either the care provider or the UM.

Figure 2. FHS Operations

When a care provider receives a feedback, he/she thanks the patient and assesses the issue. The care provider passes the feedback to the UM if it needs the UM’s attention. Otherwise, the care provider investigates the issue, determines the action needed, performs the necessary action and communicates it to the patient.

Feedbacks from various sources eventually are conveyed to the UM, who tracks them till the closure. After receiving a feedback, the UM acknowledges the receipt, assesses it initially and determines the feedbacks for which subsequent activities should be documented and tracked in a “Feedback Follow-up Form”. This is because it may not be possible for the UM, with the limited available time and resources, to record all the feedback-handling activities for all feedbacks. The procedure to determine whether or not the follow-up form is to be created is further detailed in Figure 3.

Next, the UM categorizes the feedbacks. In the literature, there are examples of feedback categorizations (e.g., Allen, Creer and Leggitt, 2000; Baker, 2008; Montini, Noble and Stelfox, 2008). ISO 10002:2004 includes its own categories in the “Complaint follow-up form” (see Annex D). The central feedback-handling department already developed its own categorization that includes four “primary” categories: “access”, “delivery of care”, “environment” and “finance”, with sub-categories for each primary category. The research participants stated that this list had been validated through its use over the preceding several years and that the hospital personnel are familiar with it. After considering the options, the central feedback-handling department’s list was adapted in the follow-up form. For a different case, a customized list can be developed, or the existing one in ISO 10002:2004 can be used.

The UM investigates the feedback and determines and implements the required actions. Finally, the UM communicates to the patients the actions undertaken. Subsequently, the feedback is closed. If the patient is not satisfied and asks for further actions, the cycle is repeated. The follow-up form is updated with each activity.

The shaded diamond in Figure 2 is magnified in Figure 3, illustrating the criteria based on which feedbacks are selected for documenting their follow-up. ISO 10002:2004 does not specify any such procedure. This procedure is an additional component that should be useful for the feedback handing personnel. The criteria used in the procedure were developed and improved based on the comments from the research participants. More items can be included to the criteria based on the results from the implementation.

Figure 3. Decision procedure on creating a follow-up form

The “Feedback Follow-up Form” is adapted from the one provided by ISO 10002:2004, Annex D. Notable changes in the form from the original are:

– “Comment of the feedback receiver” is added, which should indicate the state of the patient and environment in which the feedback was conveyed.

– The “Problem category” is replaced by the adapted list.

– The 18-item checklist of “Complaint resolution” actions (ISO 10002: 2004, Annex D.6) is replaced by open-ended options to document “corrective”, “preventive” and “improvement” actions, thereby simplifying the use of the form.

– To simplify and quicken the documentation of feedback assessment, the open-ended options for “Severity”, “Complexity” and “Impact” (ISO 10002:2004, Annex D.5) were replaced by a close-ended score ranging from one to five.

 

4.3.5. Maintenance and improvement of the FHS

To measure the FHS performance in relation to the objectives (see 4.3.2), nine indicators were determined based on 10002:2004 Annex G.3.3 and ISO 10004:2012, sub-clause 7.3.2. Examples of indicators are:

  1. Number of feedbacks received per category and sub-category;
  2. Number of concerns resolved;
  3. Number of corrective, preventive and improvement actions resulting from feedback analysis;
  4. Wait times at various points of the continuum;
  5. Number of received complaints regarding service coordination at the points of handing-off and discharge.

 

The ED and inpatients care aspects were considered in determining these indicators. For example, by studying the care flowchart, the specific point in the continuum where the waiting occurs can be identified (e.g., in the ED or at the handing-off to the inpatients). Waiting time at each of these points can be measured and monitored. Similarly, trends in the collected feedbacks can be determined, which can be related to patient satisfaction (ISO 10004:2012, sub-clause 7.3.2). By considering the entire care continuum as one system and monitoring the indicators across the continuum, intelligence can be obtained on patient satisfaction related to the received care. This may not be effectively done in the traditional feedback-handling because of its lack of focus on the continuum.

The feedback analysis can be validated (ISO 10004:2012, sub-clause 7.4.5) by comparing the consistency of the results against the existing surveys, reports and documents that are regularly generated by the hospital, as well as by the media. For instance, the public report on the HQCA’s 2009 ED survey results includes the number of complaints received and any identifiable trends. The FHS performance indicators can be compared against this existing survey report.

The feedback analysis should be reported with recommendations on areas for improvement (ISO 10004:2012, sub-clause 7.4.6). The UMs of both the ED and inpatients can discuss the findings, as well as develop and implement the action plans together. The results and learning can be communicated to colleagues and the management (ISO 10004:2012, sub-clause 7.5). The collaborations among the UMs and the dissemination of the findings among colleagues demonstrate the coordinated effort without redundancy, which is a key benefit of IHC (Ouwens et al., 2005).

 

5.      Verification of the FHS

To verify the usefulness and feasibility of the FHS, two personnel involved in feedback handling, one UM from inpatients care and three RNs (Registered Nurses) from the ED, were interviewed. Their responses are summarized in Table 1.

 

Participants

Summary of findings

1.          Feedback-handling experts

·      The FHS provides the unit-level care providers with a set of useful tools for handling feedbacks

·      The challenge of its implementation is to prove its value and benefit to the care providers

2.          Inpatients care

·      Staff training specific to handling feedback should be conducted

·      The feedback follow-up form can be helpful for a new UM to anticipate what is expected from patients and how feedbacks are traditionally dealt with

3.          ED

·      The staff should be convinced with answers to the following questions about the FHS:

a)    What is the evidence from the literature to show the need of it?

b)    What difference would it make? How big would be its impact?

·      The need for the level of technology use is limited, which is a strength

·      It was suggested to omit the item related to adverse events from the decision procedure (Figure 3, “A”), because the hospital already has defined procedures for such events

Table 1. Findings from verifications interviews

 

Based on the verification interviews, a lack of interest on the FHS was identified among the unit-level staff (RNs and UMs). Being occupied with many responsibilities, the staff may have viewed it as additional work. However, the interviewed feedback-handling experts were optimistic that the FHS should provide the unit-level staff with useful tools to help in handling feedbacks, something they already do as a part of their jobs.

Two RNs from the ED and a UM from the inpatients care were requested to evaluate the FHS by using the follow-up form for tracking real feedbacks. Response was only obtained from the UM, who documented the follow-up activities regarding three feedbacks. The findings validated the usefulness of the tracking process and helped in further improving the form. For instance, a new primary category named “other (specify)” is introduced in order to account for the feedbacks that do not fall under the existing options (i.e., “access”, “delivery of care, “environment” and “finance”). Additionally, “billing” and “funding” as the secondary categories under “finance” were omitted, because they are not relevant to this particular care continuum. Overall, the follow-up process of the FHS worked satisfactorily, according to the UM. The form can be further improved by making it electronic, thereby more agile and efficient for the UM.

6.      Discussion

In the FHS, new activities and items, which are not in ISO 10002:2004, were introduced. One example is the decision procedure (see Figures 2 and 3), which may save time for the unit-level personnel by helping them in making prompt selections of feedback for the follow-up documentation. The follow-up form includes an additional field titled “comment of the feedback receiver”, which should help in capturing the state and tone of the patient at the point when the patient conveyed the feedback. This is an example of acknowledging the “moment of truth” (Osborne, 2004), as well as patient centeredness. Two additional notable changes made to the follow-up form are: (1) a different categorization of feedbacks is introduced and (2) the long list of complaint resolution actions from Annex D.6 of the standard (page 16) is replaced by the open-ended “corrective”, “preventive” and “improvement actions”. These actions were intended to make the recording of the maintenance activities less cumbersome for the already busy UMs.

The gaps listed in section 4.2 of this paper are all addressed in the FHS. The FHS provides an organized system for the “unit-level” handling of feedbacks (4.2.a) and includes orally-conveyed feedbacks (4.2.b). The gap regarding the use of the feedback (4.2.c) can be closed by integrating the efforts of the UMs from both care stages. Guiding all feedbacks from various sources and work groups to the UM and keeping the UM responsible for the tracking should lead to effective and consistent handling of feedbacks (4.2.d). Having the UMs of the two stages discuss and share feedbacks left at their own stages should result in better coordination and organization of the follow-up activities and less probability of lost feedbacks between stages (4.2.e and f). Therefore, the FHS can provide “a broad overview” (Deffenbaug, 1994) of patient feedbacks on the care, as well as reduce fragmentation and improve the continuity and coordination (Ouwens et al., 2005), all of which are key benefits of IHC and are included in the FHS objectives (see 4.3.2).

Successful implementation of the FHS will require commitment from the care providers and support staff, who should be made aware of the significance of patient feedback and trained on its proper handling. Presenting evidence to the staff on how their recommendations are implemented should make them feel more involved and dedicated to feedback handling. If the FHS seems to increase the workload of the UMs,olunteers and nursing students can be recruited for documenting the follow-up activities under the supervision of the UM.

7.      Conclusions

The implementation of the FHS can assist in closing the identified gaps in the existing feedback-handling activities of the hospital. Overall, a set of standardized processes are provided that should help health care personnel in handling feedbacks efficiently. By following the steps suggested in the methodology, the FHS can be applied in other care continua (e.g., maternity, chronic disease management and primary care), and can include other groups of personnel (such as doctors and therapists). The FHS can be implemented at the unit-level, where the interviewed experts suggested that it should be useful, even without the presence of an overarching feedback-handling body. This demonstrates the flexibility of ISO 10002:2004. Keeping the UMs responsible for overseeing the feedback follow-up processes is not a requirement of the standard, rather an example of having one responsible person from each stage of the care continuum. This should help in maintaining the coordination and flow of the follow-up activities between stages.

The paper illustrated that ISO 10002:2004 can be useful in IHC. The integrated use of ISO 10002:2004 and ISO 10004:2012 in health care is a novel approach, exemplifying how the maintenance and improvement activities in Clause 8 of ISO 10002:2004 can be “augmented” by sub-clauses 7.3 to 7.6 and Annexes D and E of ISO 10004:2012. To our knowledge, examples of such integrated applications have not yet been reported.

The FHS demonstrated how “patient centeredness”, a key principle of IHC (e.g., Friedman et al., 2001; O’Malley et al., 2008), can be implemented by applying the ISO 10002:2004 and ISO 10004:2012, two international standards focused on customers. The FHS also showed how the IHC principle regarding the “continuum of care” (e.g., Friedman et al., 2001; Suter et al., 2009) can be maintainedby the application of ISO 10002:2004, which should help integrate the handling of feedbacks at various stages of care that a patient experiences. Moreover, the literature still lacks examples of a comprehensive framework specific to IHC for handling both solicited (e.g., through surveys and focused groups) and unsolicited (e.g., through feedback forms and cards) feedbacks. This work depicts the function of such a framework.

The implementation of the FHS was beyond the constraints of this research. Physicians and support staff (such as technicians and dietary) were not involved in the FHS design and verification interviews. Their inputs may have been useful in further refining the FHS.

The results from this paper contribute to the application of the ISO 10000 standards in health care, which still has not seen significant exploration. For example, establishment and implementation of a customer satisfaction promise based on ISO 10001:2007 isreported in Authors (2013) and (2014a). The handling of solicited feedback based on ISO 10004:2012 is discussed in Authors (2014b).

Using this paper as the baseline, it should be interesting to explore a pilot implementation by involving several ED and inpatients care units to further test the FHS’s usefulness and feasibility. The composition and usefulness of the decision procedure presented in this paper (Figure 3) can be further investigated when the FHS is actually implemented. The level of patient satisfaction with the FHS can be determined by conducting patient interviews or a survey, as suggested by ISO 10002:2004 (sub-clause 8.3). Such a survey can be designed by applying ISO 10004:2012 to further explore the integrated use of the two standards. The effectiveness of the FHS can be evaluated by implementing the ISO 19011:2012 auditing standard.

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[FULL] Article 1, Volume 1 Issue 1

Strategic management decisions in power positions to achieve business excellence in small service businesses: does gender matter?

Author

María del Mar Alonso-Almeida – (Universidad Autónoma de Madrid)

Kerstin Bremser – (Pforzheim University)

Abstract

The paper presents the results of a 2009 survey of 136 Spanish small service businesses. Male and female owners of travel agencies were interviewed to indicate their crisis readiness and measures taken to confront the crisis. Gender based differences in strategic decision-making were detected. Whereas men and women were equally successful to overcome the crisis, their strategies differed. Women were on average significantly younger, employed measures focusing on price, kept social measures intact and employed to a lesser extent drastic measures to reduce costs (layoffs, dismissals). Men used drastic measures most. The differences in strategic choice can be attributed to a gender specific leadership style.

Keywords

1.      Introduction

Nowadays, companies face manifold challenges that often involve uncertainty. Thus, to lead an enterprise, it is not sufficient to possess only technical skills in the industry. To demonstrate an effective and efficient leadership style to achieve business excellence, managers also have to develop social and emotional capabilities (Mandell and Pherwani, 2003; Melero, 2011).

Several studies have underlined the changes that have been going on in the labor market, starting with the massive incorporation of women into the workforce. In most developed nations, this tendency started in the 1970s and now women account for approx. 50% of the total workforce (Hopkins et al., 2008). However, research has shown that female capabilities, acquired through education and participation in the workforce, are not reflected in the daily reality in workplaces. Female participation in leadership roles is still very low compared with their education and workforce participation (Alonso-Almeida, 2011; Appelbaum et al., 2003; Broadbridge and Hearn, 2008).

One way of explaining this situation is the idea that men and women define success and subsequently business excellence in private and professional life differently (Mainiero and Sullivan, 2006; O’Connor, 2001; O’Neil and Bilimoria, 2005). According to these studies, men and women use different leadership styles, resulting in different qualitative business decisions (Hackman et al., 1992; Mandell and Pherwani, 2003). These differences lead to the use of different leadership styles between men and women that manifest themselves in the way decisions are made and management is executed. According to the results of prior studies, the female leadership style seems to be less effective when analyzing performance by comparing start-up capital (Alsos et al., 2006; Coleman and Robb, 2009; Fairlie and Robb, 2009; Verheul and Thurik, 2001; Watson, 2002), subsequent financing (Coleman, 2002, 2007; Alsos et al., 2006; Coleman and Robb, 2009) and performance in companies run by men and women (Cooper et al., 1994; Alsos et al., 2006; Fairlie and Robb, 2009). Pioneering cross-sectorial studies obtained mixed results with regard to gender-related capitalization, external financing and performance, but mostly showed that women performed worse. Nevertheless, the latest research did not find any differences in performance. In fact, when longitudinal studies were conducted (Aterido and Hallward-Dreiermeier, 2011; Lafuente and Rabetino, 2011), a significantly higher performance in female-led companies was identified proving a higher business excellence.

Thus, Aterido and Hallward-Dreiermeier (2011) asserted that “decision making is what matters”. However, Zolin and Watson (2012) stated that “most studies, included decision management, have been predominantly of male businesses, more research is needed on women’s business issues, in particular the different ways women strategize their firms”.

Therefore, there is little empirical evidence available about what kinds of decisions female managers make to achieve business excellence. Even though some attempts have been made to identify differences in male and female leadership styles, there remain many unanswered questions (Amagoh, 2009; Appelbaum et al., 2003; Yammarino et al., 1997). The main reason for this is that most prior research was based on a macro-level perspective. Thus, it is necessary to obtain in depth knowledge on female leadership from a micro-level viewpoint, at the level of individual firms, in order to help women overcome those barriers that inhibit them from taking up the positions they deserve.

In addition, to the best of our knowledge, no study has analyzed decision making in companies led by women and contrasted their actions to those taken by men faced with  an identical situation. Hence, from a business viewpoint, it is difficult to determine the specific influence of gender on the decision-making process. As a consequence, this investigation could be considered a pioneer study, which aims to fill the void in research about female business behavior in strategic management using a single sector and location.

This work, exploratory in nature, uses two complementary methods to analyze the linkage between gender and strategic management decisions: univariate analysis by means of ANOVA and multivariate regression analysis. In previous empirical research, each study typically used a single method to test relationships. The use of two methods may improve the validity of the results through triangulation. This research should shed light on how women manage their businesses and face critical situations.

The remainder of this paper is structured as follows. In section two, the theoretical arguments concerning decision making from a gender-based approach are discussed. In section three, the empirical design of this study is described. In section four, a quantitative analysis is presented, followed by section five, in which the study’s findings are presented. Finally, in section six, this paper is concluded with several major implications drawn from the research.

2.      Decision making: a gender-based approach

2.1.    Female and male leadership styles

 

For many years, most research voiced the opinion that male leadership was most effective in the business world in terms of financial performance (Cooper et al., 1994; Alsos et al., 2006; Fairlie and Robb, 2009). Given that the business world has been created out of a male vision (Dye et al., 2005), the ideal leader is characterized by traits that most men possess (Broadbridge and Hearn, 2008). Schein (2007) called this the “think-manager; think-male” effect, which apparently qualifies men as better leaders. This form of thinking currently prevails in developed countries (Bosakand Sczesny, 2011; Jackson et al., 2007; Rodler et al., 2001).

A number of researchers (Eagly and Carli, 2007; Eagly and Sczesny, 2009; Melero et al., 2011) have summarized the different characteristics in leadership between men and women. Thus, leadership theory has identified two orientations: task-oriented and interpersonally oriented leadership. According to gender roles, female managers would be more prone to lead with an interpersonal orientation, while male managers would be more likely to apply a task-oriented style (Eagly and Karau, 1991; Powell and Graves, 2003). Task-oriented leadership aims to maintain authority as well as hierarchy and to achieve business goals, while interpersonally oriented managers build their leadership on empowering their subordinates, motivating them and showing concern about their development at work as a means of achieving business goals. Eagly and Carli (2007) mentioned that, although some studies found that both men and women have the same task-oriented leadership, women show more interpersonal orientation than men (Melero, 2011).

Another way to describe leadership styles is in the differentiation between democratic and autocratic. Bird and Brush (2002) argued that men have a strategic style of management characterized by centralized decision making (autocratic) and women prefer a participative decision making characterized by high commitment to their employees (democratic). This same concept was identified in a meta-analysis carried out by Eagly and Johnson (1990).

On the other hand, globalization, increased client focus, the search for new markets and other factors like increased care for the environment, corporate social responsibility and the need to relate to different stakeholders of a company put the focus on new capabilities needed to lead companies. The aforementioned factors have led to the development of a new leadership style, called transformational leadership. As Eagly and Carli (2007) asserted, these types of leaders help their employees to develop their full potential and face difficult situations through innovation. It seems that women use a leadership style that is concerned with maintaining the motivation of their employees (Barbuto et al., 2007; Davis et al., 2010). This is consistent with the literature regarding female leadership styles (Bird and Brush, 2002; Hackman et al., 1992; Mandell and Pherwani, 2003; Melero, 2011; Wicker et al., 2012). Thus, female directors prioritize stable employment and their responsibility for their employees (Danes et al., 2007), as well as long-term relationships with clients (Krishnan and Park, 2005; Schaap et al., 2008). For these reasons, previous research suggested that, in transformational leadership, in contrast to transactional leadership focused on the conventional way of managing a company, female capabilities are more important and women are better adapted to understand the changes that take place in the market (Carless, 1998; Eagly and Sczesny, 2009; Konrad et al., 2000; Schein, 2007; Schaap et al., 2008).

Although female leadership has changed over time, some researchers (Eagly and Carli, 2007; Melero, 2011) have suggested that men and women tend to make managerial decisions consistent with their gender-specific leadership styles. Thus, this study proposes the following hypothesis:

 

H1: Gender is a significant factor in explaining strategic managerial decisions in critical situations, such as a financial crisis, according to gender-specific leadership styles.

 

2.2.    Strategic management and gender

 

Few researchers have analyzed strategic choices from a gender perspective. Since Porter (1982) first stated generic strategies, others have spread these choices but still generally follow those outlined in his work: cost leadership, differentiation and segmentation (Johnson et al., 2006; Poon, 1993).

In business management, Bardasi et al. (2011) argued that men and women take different approaches to lead their business. In line with this, Gaskill et al. (1996) found the development of different market strategies between men and women.

Other researchers (Rosa and Hamilton, 1994; Cliff, 1998; Jennings and McDougald, 2007; Kepler and Shane, 2007; Zolin and Watson, 2012) also found that men prefer to develop growth strategies while women tend to be more cautious or grow slowly by consolidating their customer base.

Thereby, a growing business strategy usually entails a different strategy than a slow growth. For this reason, Minitti et al. (2005) stated that women develop differentiation strategies based on the quality of products or services. These strategies are in accordance with the goal of achieving a loyal base of customers (Johnson et al., 2006; Poon, 1993; Porter, 1982) or to open new markets with specific requirements (Alonso-Almeida, 2012; Porter, 1982). Nevertheless, the applied strategy could change depending on the environmental conditions (Collins, 2009; Alonso-Almeida and Bremser, 2013).

As such, on the basis of previous research, the following hypothesis is proposed:

 

 H2: Gender is a significant factor in explaining strategic choices in business management.

 

Nevertheless, no gender-specific strategic choices or decisions have been found to be less effective in financial terms when men and women occupy the same role and position in an organization. Even when women and men are evaluated using other measures of effectiveness to test managers´ tacit knowledge of the business or workers´ productivity, they do not differ in effectiveness (Eagly et al., 1995). In other words, women who develop an adequate strategy and make the right decisions to face critical situations generally succeed in the market just as well as their male counterparts. Thus, although female managers might prefer slower growth, this does not mean that the survival rate of their firms will be any lower than for males, as some research has shown (Robb and Watson, 2012; Sabarwal and Terrell, 2008; Watson, 2003). However, it could restrict expenses in investments (Bardasi et al., 2011).

Davis et al. (2010) reported that gender has a significant indirect effect on growth and profitability, which they attribute to the presence of a market-based approach to business. Aterido and Hallward-Dreimaier (2011) found that women, more than men, focused their business on process or product improvement, to satisfy their customers, and social action and human development, to achieve the commitment of their employees. Krishnan and Park (2005) argued that women increase power sharing with employees and, thus, could increase overall performance. These practices were critical to obtain a significant effect on gross revenue according to Danes et al. (2007). Thus, Krishnan and Park (2005) and Aterido and Hallward-Dreimaier (2011) asserted that the female management style could enrich strategic decision-making and improve business performance. According to Eagly et al. (1995), “Even if female leaders do behave somewhat differently than male leaders, they appear to be equally effective”. In conclusion, a gap in business performance and business excellence should not be a gender gap.

Thus, on the basis of this previous research, the following hypothesis is proposed:

 

 H3: Women and men are likely to be equally effective, although both could select different decisions and strategies.

 

3.      Methodology

3.1.    Data

 

To analyze the impact of gender on strategic decision-making, 136 tourist companies were surveyed. To ensure the evaluation of appropriate individuals, this study only considered questionnaires when the informant pointed out that he or she was the decision-maker.  In total, 64 of the surveyed companies were led by women and 69 by men, which corresponds to 52.2% female-led companies and 47.8% male-led companies. The survey took place between November and December 2009, when the Spanish tourist sector was recovering from the previous economic crisis. Since the beginning of the crisis, tourism declined until the end of 2009 (UNWTO, 2009; UNWTO, 2010) and then rebounded in 2010. This rebound was confirmed in 2011 (UNWTO, 2011) and is predicted to be sustained in 2012.

Travel agencies were chosen for two reasons. First, data from Spanish universities show that women form the majority of those students majoring in tourism (Rodriguez-Anton et al., 2009). However, the sector is not considered to be female-dominated (Williams, 1992). Secondly, there is fierce competition within the sector. In this context, travel agencies need to take innovative decisions to remain competitive and to survive (Alonso-Almeida and Llach, 2013).

Table 1 provides descriptive information about the companies and their respective male and female leaders.

Company type
 % Total% Male% Female
Retail61.165.164.9
Wholesale30.525.428.4
Tour-operator8.29.56.8
Other characteristics of the company
 MeanMean MaleMean Female
Size (number of employees)33.552.54
Age of company (years)1517.412.6
Age of the male and female leaders
 % Total% Male% Female
Less than 30 years36.626.645.7
Between 30 and 45 years42.145.341.4
Between 45 and 60 years19.725.012.9
Over 60 years1.53.10
Professional experience of the male and female leaders
 % Total% Men% Women
Less than 5 years50.440.359.4
Between 5 and 10 years31.333.529.0
More than 10 years18.326.211.6

Table 1. Demographic characteristics of the companies surveyed

As can be seen in Table 1, most of these companies focus on retail, regardless of whether they are male-led (65.1%) or female-led (64.9%). There are slightly more male-led retail agencies. Women lead most of the wholesale agencies, whereas men dominate the tour-operators, even though this type represents only a small percentage of the total (8.2%). In this study, as in previous research (Appelbaum et al., 2003; Schein, 2007; Rosener, 1990; Aterido and Hallward-Dreimaier, 2011; Bardasi et al., 2011), female-led companies are younger and smaller, in terms of the number of employees. Moreover, the surveyed women have less professional experience than men: 59.4% of the women interviewed have less than five years of work experience, in contrast to 40.3% of the men. However, this is reasonable since, in the sample, 45.7% of the female-led companies had owners younger than 30 years old. 

The data could be interpreted in different ways. On the one hand, they could mean that women in this specific subsector have rapid access to management positions given their educational background and the glass ceiling does not exist or is easier to break than in other sectors. They could also imply that there are fewer barriers to reaching top management positions in this kind of company than in other sectors. In fact, this is supported by the literature because previous research has shown that, around the world, tourism companies have more diversified and more gender-balanced boards of directors and administrative councils than companies operating in other sectors (Alonso-Almeida, 2011). Therefore, this sector presents a good starting point for research management from a gender perspective. On the other hand, this fact could underline what some researchers have discovered (Ndemo and Maina, 2007), namely, that women are “pushed” to create their own jobs since they cannot find adequate ones in the labor market. Thus, one could find young women leading companies in this sector despite them having less experience than men on average. Although it was found that this could be a critical factor for a firm’s performance, manager experience was not always significant (Aterido and Hallward-Driemeier, 2011).

The analysis of this specific situation in the tourism sector exceeds the limits of the current study, but will be included in future research.

3.2.    Variables

In order to analyze the leadership styles of men and women and the subsequent differences in the companies they lead, three different aspects of decision making were studied: the strategy developed by the company, the measures taken to confront the economic crisis that started in 2008 and, finally, the impact on performance.

The literature regarding strategies undertaken in times of crisis was considered and from it possible measures to confront the crisis were identified. In total, 22 measures were chosen (see Annex 1). The surveyed managers were asked if they applied these measures and to what extent. The measures taken to confront the crisis were classified using a five-point Likert scale, with 1 indicating that the measure was not used and 5 that the measure was applied fully.

Likewise, to identify the strategies employed by the companies, Porter’s (Porter, 1982) classification, which was later extended by other researchers (Johnson et al., 2006; Poon, 1993), was used. Thus, six dichotomous variables defined the different strategies that companies can adopt: Low prices, Balance, High quality, Image, Segmentation and Others. The manager selects one of the strategies chosen by the company. This strategy is classified with 1 whereas the rest is codified with 0.

Finally, previous research has shown that companies confronting a crisis suffer a decline in sales and have to lower prices in order to cover the costs of their business (Enz et al., 2011; Kimes, 2009; Okumus and Karamustafa, 2005; Okumus et al., 2005).  In addition, in earlier economic crises, incomes in the tourism sector fell drastically (Sausmarez, 2004; Kimes, 2009). Given that the intensity of the income decline depends upon the company’s strategy and the decisions made at the moment of crisis, it seems possible to analyze what happened with performance. For this purpose, a dichotomous variable, Performance, was created. It takes a value of 1 when incomes have been maintained or increased, and 0 otherwise.

Control variables were also included: size in terms of number of employees and age.

Table 2 shows all the variables used in this analysis.

Variable description

Type and Measurement

Gender

Dichotomous variable: 0=man, 1=woman

Decisions to face the crisis

Discrete scale of agreement on a five-point Likert scale: 1, when the measure was not used, to 5, when the measure was applied fully

Strategy

6 dichotomous variables

Performance

Dichotomous variable: 0=decreased income, 1=maintained or increased income

Company type

3 dichotomous variables

Employees

Continuous variable

Company age

Continuous variable

Age of decision-maker

4 dichotomous variables

Professional experience of decision-maker

3 dichotomous variables

Table 2. Explanatory variables

4.      Results

4.1.    Univariate analysis

 

In order to test the first hypothesis, a factorial analysis was undertaken, which enabled the named measures to be grouped. First, a reliability analysis of all 22 items was conducted. The coefficient obtained for Cronbach’s alpha was 0.836, which can be considered as very good. Moreover, no significant benefits were accrued with regard to Cronbach’s alpha if some of the observed elements were eliminated (Malhotra, 1981). Thus, the unidimensionality of the scale can be accepted.

Subsequently, in order to group the measures taken, a factor analysis was undertaken using the maximum likelihood method. The Kaiser, Meyer, Olkin (KMO) test result, with a value of 0.770, is compatible with a good level of adjustment. Bartlett’s test of sphericity provided a statistical value of 937.278 and a critical value of 0.000, which leads to the rejection of the null hypothesis that the correlation matrix is equal to the identity. The study of the communalities after extraction and the anti-image matrix showed the suitability of all items. Moreover, convergence was achieved in a few iterations.

For the extracted factors, only those with an eigenvalue of 1 or more were taken into account. Then, a varimax rotation using Kaiser’s normalization was carried out for the business decisions whose values are shown in Table 3. Here, only factor loads over 0.4 were considered, which explain 63.997 of the total variance. Table 3 displays the seven resulting factors. 

The first factor is related to reactive measures concerning growth strategies undertaken in situations of uncertainty. Companies that face a situation where declining sales can be expected stop planned growth initiatives and planned investments and wait to see the actual evolution of the market (Pearce and Michael, 1997). Moreover, owing to the possibility of a decline in sales and a lack of liquidity, they search for solutions to avoid insolvency.

The second factor includes measures favoring the development of added value for the customer in order to tackle the crisis. These measures aim to increase client loyalty with the intention of stopping the decline in sales that accompanies an economic crisis (Williams and Naumann, 2011).

The third factor groups proactive measures. According to the literature (Alonso-Almeida and Bremser, 2013; Sausmarez, 2004; Enz et al., 2011; Kimes, 2009; Okumus et al., 2005), companies have to undertake these actions to overcome a crisis. The researchers mentioned above found that, during previous economic crises, strengthening of the commercial area and increasing marketing spending were crucial to reach new market segments, raise the profile of the company among existing and potential customers and win clients from companies that closed down and thus needed new service providers.

 

Factorial Load

Total Mean

Men Mean

Women Mean

ANOVA

Factor 1 REACTIVE MEASURES

 

2.12

2.29

1.95

.142

We canceled expansion plans

.869

2.21

2.31

2.11

 

We canceled investments

.856

2.24

2.59

1.93

 

We reduced management levels

.618

1.96

2.28

1.71

 

We renegotiated bank credit

.595

2.02

1.98

2.09

 

Factor 2 ADDED VALUE

 

2.96

3.13

2.80

.090

We created awards for employees’ ideas to reduce costs or increase sales

.740

2.70

2.80

2.69

 

We introduced employee empowerment

.671

2.83

2.80

2.87

 

We introduced new IT systems

.666

2.99

3.27

2.53

 

We created or improved our loyalty program

.586

3.42

3.66

3.19

 

Factor 3 PROACTIVE MEASURES

 

3.18

3.36

3.01

.041*

We increased spending on advertising

.766

2.52

2.63

2.47

 

We strengthened the commercial area

.604

3.38

3.55

3.19

 

We looked for new business channels

.590

3.70

3.91

3.52

 

We improved processes to save operating costs

.416

3.11

3.37

2.87

 

We entered into strategic alliances with other companies to offer joint services

.474

2.61

2.78

2.46

 

Factor 4 SOCIAL VALUE

 

2.49

2.71

2.28

.042*

We decreased or eliminated our training budget

.804

2.49

2.73

2.26

 

We decreased or eliminated our budget for internal and external social spending

.662

2.40

2.63

2.16

 

Factor 5 SPECIALIZATION

 

3.72

3.80

3.66

.244

Products or services in high demand from clients were not changed, but those with less demand were omitted to reduce costs

.853

2.85

2.89

2.84

 

Costly products or services were replaced by cheaper ones

.734

2.95

3.19

2.82

 

We asked clients more about what would increase value

.550

3.13

3.30

3.00

 

Factor 6 DRASTIC MEASURES

 

2.59

2.86

2.36

.016***

We renegotiated prices or payment conditions with suppliers

.639

2.71

2.67

2.79

 

We reduced personnel in all departments

.523

2.80

2.84

2.76

 

Factor 7 SURVIVAL

 

2.82

2.95

2.71

.202

Competitors’ practices and services were imitated

.645

2.68

2.67

2.69

 

We reduced our sales forecast for the year

.639

2.96

3.22

2.73

 

*=Statistically significant, ***= Statistically highly significant

Table 3. Factorial analysis of the business decisions taken during the crisis

The fourth factor includes activities that companies eliminate in order to reduce costs before employing other cost-cutting measures. It comprises measures like personnel development and corporate social responsibility. From an internal viewpoint, these factors motivate employees and promote professional career development through educational measures. On the other hand, from an external viewpoint, these factors are important for small companies since actions undertaken in this domain increase their visibility and strengthen their market positioning (Tullberg, 2005). These activities are also important since they enable firms to maintain a high degree of service quality towards the final customer, despite the changes that might be caused by the crisis.

The fifth factor contains some measures to reduce costs without eliminating services or products demanded by customers. These measures help the company to specialize in particular products or services and close customers, thereby reducing costs (Okumus and Karamustafa, 2005) and gaining in flexibility (Kamoche, 2003; Anderson, 2006).

The sixth factor groups the most drastic cost-cutting measures, for instance, lay-offs and renegotiation of corporate debt. In the case of service industries, the lay-offs would be accompanied by a reduction in the level of service and thus might lead to lower levels of client satisfaction or the loss of clients (Alonso-Almeida and Bremser, 2013; Pearce and Michael, 2006). As these measures are easy to undertake, they are more often used by companies than desired and they carry a high social cost.

Finally, the seventh factor contains all survival practices related to the specific environment. This includes the imitation of actions of those competitors that seem to be successful or the reduction of sales objectives according to the status of the economy (Laitinen, 2000; Kimes, 2009).

An ANOVA analysis was conducted in order to determine differences between the decisions taken to face the crisis in male- and female-led companies. The results are shown in Table 3. As can be seen, significant differences were found in three of the seven factors. Robust statistics from ANOVA found the same results.

Significant differences were found in male and female decision making in the following categories: factor three, which groups measures that the literature calls proactive (F=4.241; squared mean=4.072; these actions help to maintain or increase the business activity in times of crisis); factor four, which describes measures that concern responsibilities towards the employee (F=4.524; squared mean=6.260); and factor five, which combines all drastic measures of cost reduction that companies can undertake in times of crisis (F=6.007; squared mean=7.193). 

For the other factors, no significant differences were detected.

 

4.2.    Multivariate analysis

To test hypothesis 2, logistic regression analysis was carried out. The model identifies the main decisions and strategies for business that women apply. The specification of the model is as follows:

GENDER = DECISIONSi +STRATEGYi + PERFORMANCEi + MANAGER_CHARACTERISTICSi + FIRM_CHARACTERISTICSi + i.

The sub-index irefers to each travel agency. DECISIONS and STRATEGY comprise the set of variables that explain what strategic decisions women have made during the period studied. The DECISIONS variable is composed of the seven factors calculated previously. The PERFORMANCE variable is used as a proxy for firm performance as explained above. The variables MANAGER_CHARACTERISTICS and FIRM_CHARACTERISTICS describe the characteristics of each manager and travel agency.  Control variables have also been included. The results are presented in Table 4. The R square of Nagelkerke presented a value of 0.239, which can be considered to indicate a good fit.

 

B

E.T.

Wald

Sig.

Exp(B)

C.I. 95% for EXP(B)

 

Lower

Upper

 

 

AGE LESS THAN 30

1.282

.482

7.089

.008

3.605

1.403

9.267

PROACTIVE M.

-.752

.263

8.159

.004

.471

.281

.790

LOW-PRICE STRAT

.610

.214

8.094

.004

1.840

1.209

2.800

Constant

-.318

.914

.121

.728

.727

 

 

Table 4. Logistic regression

As it can be seen in Table 4, multivariate analysis clearly showed differences in the strategic decisions made by men and women. Regarding STRATEGY, women more often deploy low-price strategies, contrary to the findings of previous research. In the case of DECISIONS to face the crisis, the multivariate analysis found that only PROACTIVE MEASURES are negatively significant (-0.752) in the behavior among men and women. Nonetheless, there are no differences in performance. However, the most significant variable was age. Female managers are characterized by being younger than 30 years old, which corroborates previous research. This variable is the most significant in MANAGER_CHARACTERISTICS (1.282). In the case of FIRM_CHARACTERISTICS, no differences were found. The statistical results validated most of the proposed hypotheses. Now, the hypotheses will be contrasted and the findings explained below.

 

5.      Discussion of the results

The findings obtained in this study shed light on women’s strategic decisions in companies and how they lead.

The study has found mixed results from an analysis of the decisions taken with respect to the measures employed in times of crisis. On the one hand, four of the seven factors that group together specific types of measures taken by companies in times of crisis show no significant differences in the leadership behavior of men and women. Thus, both develop, in this order, added value, specialization, survival and reactive measures in order to face the crisis. This is in line with the work of Eagly and Carli (2007). These researchers asserted that women and men who are in the same role and market environment, in terms of sector, location and macroeconomic situation, should lead in similar ways. As such, according to the literature, the measures that add value and promote specialization are the best to maintain a company in the market in a time of financial crisis (Alonso-Almeida and Bremser, 2013; Laitinen, 2000; Okumus et al., 2000; Pearce and Michael, 1997; Williams and Naumann, 2011). In the case of reactive measures, which men as well as women applied the least, it can be stated that this is an adequate decision for survival during times of crisis (Alonso-Almeida and Bremser, 2013). Moreover, the selection of these decisions to face a crisis is an indicator of good quality management in both women and men. On the other hand, for three of the factors in which men and women took different decisions, women received lower values. This implies that women used these measures to a lesser extent than men. Therefore, it is shown than women apply less proactive measures in times of crisis than men. Proactive measures are necessary to optimize and evaluate all the resources of the company and to strengthen inter-company relationships that the firm had developed before the crisis (Pearce and Michael, 1997). These findings could be related to the fact that women choose to take fewer risks than men  (Bardasi et al., 2011). However, they could also indicate that women use other measures of risk and, based on them, make different decisions (Eagly and Carli, 2007). There is a need to shed more light on this issue by using qualitative data.

According to the leadership style attributed to women, they keep social measures intact and use drastic measures to reduce costs to a lesser extent than men. Thus, they might not be able to reduce costs as much as men. The biggest difference between men and women has been found in this third factor: male-led companies are those that use drastic measures most. However, since this study is focused on a service industry, the results suggest that, in male-led companies, staff are dismissed and more pressure is put on the remaining personnel, whereas female-led companies follow a more responsible and sustainable business model (Thompson et al., 2010). Therefore, hypothesis 1 is accepted because some similarities in terms of decision-making in times of crisis have been found, but some differences have also been revealed. These differences in leadership style are associated with gender despite the fact that, in the last two decades, both female and male managers have changed and adopted a balance between task- and person-oriented strategic decisions (Rodler et al., 2001).

With regard to strategic choices, contrary to expectations and previous research that stated that women usually choose differentiation strategies (Minitti et al., 2005), women do deploy strategies based on low prices to maintain income. One possible explanation for this is related to a particular characteristic of female managers: their age. Female managers are predominantly younger than 30 years old and previous research showed that younger manager are less risk-averse and more aggressive in their strategic choices to enter or maintain their place in the market in difficult times (Yasuda, 2005; Calvo, 2006; Goedhuys and Sleuwaegen, 2010). Another explanation could be that women adapted their business to a critical situation using a market-based approach, where customers only buy products based on price (Papatheodorou et al., 2010). As Krishan and Park (2005) stated, women are more likely to follow a learning approach and change their business strategies according to environmental characteristics. Thus, there is some evidence that younger managers are more likely to alter their strategies in response to changing environmental conditions (Grimm and Smith, 1991). These changes of strategies to face the environment’s uncertainty and hostility ensure the company´s survival (Collins, 2009).

In this study, performance was found to be similar in companies managed by women to that in those run by men, as a result of women’s greater tendency to adopt a market-based approach to conducting business. Therefore, hypothesis 2 is accepted. However, given that perception data have been used, this finding should be considered cautiously.

Finally, hypothesis 3 has also been supported given that performance variables do not show significant differences. This means that both women and men achieve similar levels of performance, but use different approaches to attain their goals. The overall results suggest that, even though there seem to be some differences in decision-making and strategic choice between men and women, there are also many similarities, as previous research has reported in recent years (Rodler et al., 2001; Eagly and Carli, 2007). Thus, this study corroborates previous research and confirms that women are not less effective than men in financial terms but, socially, women contribute more to maintain employment. Consequently, women promote employees’ job security, increase morale and ensure a high level of organizational commitment, which could improve the company’s situation in the long term.

 

6.      Conclusions

The findings of this study allow a series of conclusions about successful management to be drawn. A study by Barsh et al. (2008) for the McKinsey Leadership Project stated that, at present, there are no differences between men and women regarding academic education, dedication and professional preparation. Given the need for more leaders that can manage companies successfully, it is hoped that more women make it to the top in the future.

First, the studied companies, including those led both by women and by men, seem to have chosen the right measures to confront the crisis and survive. On the one hand, companies led by men decided to use new distribution channels via new technologies and networking, while at the same time taking drastic measures to reduce costs and lay off staff. On the other hand, companies led by women strengthened their relationships with their clients and added value to their products and services, while at the same time keeping employment and employment benefits (social value) as stable as possible. In the current economic situation, managers who develop leadership based on a transformational style are more ready to understand the changes that take place in the market and, therefore, more possibilities to achieve business excellence.

Secondly, regarding the strategies employed, significant differences between men and women were found. Given that previous research contradicts this finding, it is necessary to undertake more intensive research regarding strategies of male- and female-led companies by analyzing more complex constructs than the one used here in order to capture the existing differences better.  Nevertheless, these findings suggest a different quality on decisions.

Thirdly, this finding suggests that there should not be marked differences in the company’s financial results. Thus, the hypothesis of underperformance postulated by previous studies is not supported by this research. However, more intensive research on this issue has to be undertaken regarding the financial results of companies in order to detect if gender is a factor that influences financial results.

Finally, as shown by the results and on the basis of a statement made by Krishnan and Park (2005), both women and men are qualified to respond to the environment’s difficulties and to take the best decisions to maintain a company in the market. Companies should overcome their reluctance to have female leaders and strike down the barriers that impede women from climbing to the top management positions, given that the prevailing ‘wisdom’ regarding underperformance and real results does not correspond to reality. On the contrary, companies might lose valuable opportunities to add to their human resources, in that women bring with them an innovative and fresh vision regarding business decisions. The current crisis has underlined that companies cannot continue to waste talent, but instead have to break with previous values and reinvent the way they operate and react in the market. In order to do this, they need well-qualified and experienced women as well as men.

This article does not attempt to explain differences in performance, but only to verify that managerial decisions are affected by gender to achieve business excellence. As such, performance in female-led companies should be a subject of expanded future study in order to overcome this limitation. In such future study, it could be useful to employ hard financial figures and in-depth analyses of business cases.

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