ABSTRACT
Devising a system that pursues the wrong objectives solves the wrong problem. This may be far more wasteful than choosing a system that fulfils objectives inefficiently. A company that sets an objective purely in terms of volume sales may devise the ideal marketing campaign to achieve this objective but may go bankrupt while doing so. The problems involved in specifying objectives have already been discussed. Despite the difficulties encountered, setting company objectives is essential if guide lines are to be provided for decision-making throughout the company.
