Objectives: what is business strategy for?
The box in Chapter 1 illustrates certain approaches to corporate objectives. Not the least of its shortcomings is how the list jumbles commercial and financial objectives.
This chapter explores the ultimate goals of business and therefore of business strategy. It seeks to sort out to what extent ultimate goals are financial, commercial or ethical. Some would personalize that and ask whether a business exists for its investors, its stakeholders, or society at large.