In 1975, Steven Kerr published ''On the Folly of Rewarding A, While Hoping for B.'' The argument was simple: you get what you pay for. Kerr distilled this unifying theme from a disparate set of examples involving politicians, soldiers, doctors, orphanage directors, professors, and students, as well as manufacturing and clerical employees and even human-resource managers. From these examples, concluded that two main causes of distorted incentives are ''fascination with an 'objective' criterion, [where] individuals seek to establish simple, quantifiable standards against which to measure and reward performance'' and ''overemphasis on highly visible behaviors, [when] some parts of the task are highly visible while others are not.'' It took agency theory 15 years to express Kerr's title, not to mention to evaluate or extend his conclusions. During this period, agency theory was obsessed with the tradeoff between incentives and insurance, even though clear-eyed observations like Kerr's about the design and performance of real incentive contracts suggested that several other issues are at least as important. Fortunately, recent work has brought agency theory not only to Kerr's position but beyond.In this paper I summarize four new strands in agency theory that help me think about incentives in real organizations. As a point of departure, I begin with a quick sketch of the classic agency model. I then discuss static models of objective performance measurement that sharpen Kerr's argument; repeated-game models of subjective performance assessments; incentives for skill development rather than simply for effort; and incentive contracts between versus within organizations. I con- Management, Sloan School, Massachu-
Robert Gibbons is Sloan Distinguished Professor of