In a company there are a variety of long-term and short-term objectives and strategies at various levels. They may in part be conflicting, often vague and diffuse, and more or less related. Some companies have clearly formulated objectives and implied strategies. Others have diffuse objectives, but explicit strategies. However, in order to give direction the objectives must be explicit and concrete — “if you do not know where to go, you easily end up in the wrong place”.
KeywordsCustomer Satisfaction Product Innovation Technology Strategy Market Strategy Business Area
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