New objectives
The strategic work in commercial companies has typically been focused on maximising conventional objectives such as growth, profitability and returns. These are relatively straightforward objectives with one-dimensional measures on customer relevance, efficiency, effectiveness and innovation. It has been relatively simple to create cohesion between the defined objectives and the derived activities in the company.
However, we are seeing two new objectives coming into focus – and this time not just as secondary objectives for show but as equal, strategic benchmarks for the company’s development.
