DEFINING OBJECTIVES

The terms ‘objective’ and ‘goal’ indicate an end result to be sought and accomplished. Goals and objectives both have value orientations and indicate desired conditions considered necessary to improve the overall performance of the organization.

Three widely quoted definitions on objectives are given below.

• Objectives are goals established to guide the efforts of the company and each of its components.

• An organization goal is a desired state of affairs which the organization attempts to realize.

• Objectives indicate the ‘end point of a management programme’.