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If individuals are to maintain effective performance in an organisation, or more particularly if they are actually to improve their performance, it is essential that they receive adequate and unbiased feedback on how well they are doing. In some instances this can be provided quantitatively and objectively by means of measured performance controls — eg, budget variances, sales revenue or profit contributions; but in many service type jobs these cannot easily be assessed, and reliance has to be placed on more subjective word‐of‐mouth feedback.

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