Methods and concepts for Value Based Management (VBM)
Relative Value of Growth
The Relative Value of Growth (RVG) method from Mass is a technique that can be used for comparing how growth- and margin improvements effect shareholder value creation. RVG expresses the value of an extra percentage point of growth as a multiple of the value of a percentage point increase in a company's operating profit margin. The higher the multiple, the more valuable growth is to a company.
An RVG of 3, for example, means that a firm would generate three times as much shareholder value from adding 1% of growth than it would from increasing operating profit by 1%. Mass claims that the shareholder value creation potential of growth strategies often outweighs that of cost cutting strategies by a factor. In his article in HBR of April 2005, Mass concludes furthermore that growth is often far more valuable than managers think, especially when considering long-term. Calculation of the Relative Value of Growth. Formula RCG is calculated by dividing the value of 1% revenue growth by the value of 1% margin improvement (see fig).
The Relative Value of Growth model can be used for making investing decisions, corporate strategy formulation, business strategy formulation, establishing a long-term focus, show the potential of growth as a source of value, understanding shareholders expectations, performance management and executive compensation.
The main strengths of the RVG framework are it helps to find the right balance between growth and margin improvement at corporate and SBU level, to establish a long-term investing focus, to show the potential of growth as a source of value, to provide managers with an understanding what shareholders expect of them. It may also prove useful for performance management and executive compensation. It's relatively easy to use.
The main limitations of the Relative Value of Growth method are: