SETTING OBJECTIVES

SETTING OBJECTIVES

• Purpose of setting OBJECTIVES is to
  • Convert mission into performance targets
  • Create yardsticks to track performance
  • Establish performance goals requiring stretch
  • Push firm to be inventive, intentional, focused
• Setting CHALLENGING but ACHIEVABLE objectives guards against
  • Complacency
  • Drift
  • Internal confusion
  • Status quo performance

Second Task of Strategic Management

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