Determinants and consequences of budget reallocations

We investigate the determinants and consequences of budget reallocations, i.e., corrective actions to the budget made during the year. Using proprietary data of a large consumer goods manufacturer, we analyze the extent to which allocation decisions regarding the initial budget drive subsequent reallocations. Whenever scarce resources need to be allocated among a number of individuals, power struggles and politicking behavior are likely to arise, which potentially affects the outcome of the allocation process. We hypothesize and find that one important driver of reallocation decisions is the firm's aim to correct for systematic deviations from the optimal initial budget allocation that are driven by successful lobbying activities during the initial budgeting process. In a more exploratory analysis, we show that such reallocations do not have the desired effects on market-place performance. In particular, budget cuts are negatively associated with a product's change in market share. More surprisingly, while budget boosts do help product lines internally to achieve their sales targets in the last quarter, they do not have a (positive) effect on the change in market share. Most importantly, our results demonstrate that efficient investment planning ex ante is essential to achieve an improvement in market-place performance, highlighting the value of budgeting.