Performance Evaluation and Compensation 15-23
4. Compare and contrast return on investment, residual income, and economic value added. Which
method is best for evaluating investment center managers? Explain your reasoning.
5. Why should executive compensation in public companies be set by an independent compensation
committee of the board of directors?
6. Define transfer prices in your own words. Describe one conflict that arises in setting transfer prices
between two divisions.
7. Other than cost-based prices, list and discuss three options managers have for setting transfer prices
and suggest a setting that might be appropriate for each.
8. An ice cream outlet that is part of a regional chain has begun purchasing its ingredients from an
outside supplier instead of purchasing from the chain. The products from the outside supplier are
cheaper, although the quality is not as high. The transfer price for the products is based on the market
price, even though the actual costs that the chain incurs are much lower than the market price.
Explain why the outsourcing decision is considered suboptimal. What type of transfer price policy
would help to avoid this problem?
9. Centralized organizations may decide to decentralize their decision-making authority once they begin
operations in foreign countries. Explain why this occurs.
10. Why might some organizations use both ROI and EVA in their performance measures for bonus-
based compensation?
Problems
1. Norex Corporation is a manufacturer of electronic equipment. The large, diversified organization is
decentralized and has a number of different divisions. The components division makes electronic
components that can be sold either internally to the equipment division or sold to outside customers.
Currently, the components division is producing a tiny motor that is often used to run fans to cool
equipment. The variable cost of making the motors is $15 per unit, the fixed cost is $5, and the
market price is $28. Production is 100,000 units.
The equipment division uses the motor when assembling small fans that are sold to computer
manufacturers. Currently, the equipment division sells 50,000 fans. The additional variable cost for
processing the motors into fans is $8 per unit. Top management is re-evaluating Norex’ transfer
pricing policies. The managers are considering the following price options: variable cost, fully
allocated cost, and market price.
a. Assume the components division has enough capacity to meet both internal and external demand.
If the transfer price is set using the opportunity cost for the components division, what transfer
price would be most appropriate? Explain your reasoning.
b. Assume the components division is operating at full capacity and could sell more units to the
outside market. If the transfer price is set using the opportunity cost for the components division,
what transfer price would be most appropriate? Explain your reasoning.
c. Now assume the selling price for fans is $40 per unit, the transfer price is set at variable cost, and
the components division could sell all of the units it produces externally.
1. What is the contribution margin for Norex if the motors are sold externally? What is the
contribution margin for the components division if the motors are sold externally?
2. What is the contribution margin for Norex if the motors are sold internally? What is the
contribution margin for the components division if the motors are sold internally?
3. Would the managers of the components division be willing to sell any units to the
equipment division? Explain.
4. Calculate the opportunity cost of selling all of the motors externally.
5. Recommend a transfer price policy to Norex that could potentially solve any problems of
suboptimal decision making.