Statements of vision tend to be quite broad and can be described as a goal that represents an
inspiring, overarching, and emotionally driven destination. Mission statements, on the other
hand, tend to be more specific and address questions concerning the organization’s reason for
being and the basis of its intended competitive advantage in the marketplace. Strategic objectives
are used to operationalize the mission statement. That is, they help to provide guidance on how
the organization can fulfill or move toward the “high goals” in the goal hierarchy-the mission
and vision. As a result, they tend to be more specific and cover a more well-defined time frame.
Setting objectives demands a yardstick to measure the fulfillment of the objectives. If an
objective lacks specificity or measurability, it is not very useful, simply because there is no way
of determining whether it is helping the organization to move toward the organization’s mission
Most of strategic objectives are directed toward generating greater profits and returns for the
owners of the business, others are directed at customers or society at large.
• Measurable. There must be at least one indicator (or yardstick) that measures progress
against fulfilling the objective.
• Specific. This provides a clear message as to what needs to be accomplished.
• Appropriate. It must be consistent with the vision and mission of the organization.
• Realistic. It must be an achievable target given the organization’s capabilities and
opportunities in the environment. In essence, it must be challenging but doable.
• Timely, there needs to be a time frame for accomplishing the objective. After all, as the
economist John Maynard Keynes once said, “In the long run, we are all dead!”
When objectives satisfy the above criteria, there are many benefits for the organization. First,
they help to channel employees throughout the... [continues]
Cite This Essay
(2011, 05). Strategic Objectives. StudyMode.com. Retrieved 05, 2011, from http://www.studymode.com/essays/Strategic-Objectives-705826.html
"Strategic Objectives" StudyMode.com. 05 2011. 2011. 05 2011 <http://www.studymode.com/essays/Strategic-Objectives-705826.html>.
- MLA 7
"Strategic Objectives." StudyMode.com. StudyMode.com, 05 2011. Web. 05 2011. <http://www.studymode.com/essays/Strategic-Objectives-705826.html>.
"Strategic Objectives." StudyMode.com. 05, 2011. Accessed 05, 2011. http://www.studymode.com/essays/Strategic-Objectives-705826.html.