Mara Bateman conducts trainings for executives of service-oriented companies. She is a logistics and travel consultant and is a freelance writer.

My passion is ...

writing and lots of reading

I know too much about ...

health care, cooking, housekeeping

My parents always told me ...

"The shortest way to two points is a straight line"

Business > Business Strategy Business objectives that enhance success

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A company must decide where it's going, or it may fall into the trap expressed so well by the quotation: "Having lost sight of our objective, we redoubled our efforts." Company objectives should shape the direction and operation of the whole business. It is difficult to set objectives that really guide the present and future development of a company. The process forces top management to look at the whole business, relate its present objectives and resources to the external environment, and then decide what the firm wants to accomplish in the future.

It would be convenient if a compan...

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