• Moss only had declared a target of earnings per share, which is not enough for measure the company performance.
• Andrew Moss’s departure was not only put down to objective measures of performance, but also to an alienating style of analysts.
• Aviva was weak in balancing measures of short-term objectives, just focused on long-term objectives.
• During the period between 2009 and 2016, Prudential has shown strong growth, but Aviva’s share price barely recovered at all, which caused dissatisfaction of stakeholders.
• Aviva did not do well in measuring gaps in macro-environment, capabilty gaps industry environment, and stakeholders gaps.
In this case, the long-term target Aivia had declared only contains profit and earnings. According to
