Goal relationships

Goals are indifferent to each other if....

• ...the pursuit of goal A has no impact on the outcome of goal B

• ....the pursuit of goal B affects the outcome of goal A

• ... goal B cannot be reached if goal A is successful

• ... goal B helps to achieve goal A

Goals are in harmony if ...

• ... if the pursuit of goal B has no impact on the pursuit of goal A

• ... the pursuit of goal A has a negative impact on the pursuit of goal B

• ... the pursuit of goal A boosts the achievement of goal B

• ... the achievement of one goal is in conflict with the achievement of another

Goals are conflicting if...

• ... if the pursuit of gaol A has no impact on the achievement of goal B

• the pursuit of goal A hinders the achievement of other goals

• ... if the achievement of goal B helps to achieve goal A

• ... goal A has a negative impact on the achievement of goal B

Goal A: increase in absolute market share

Goal B: increase in sales

Which relationship have goal A and goal B?

• neutrality

• indifferent goals

• conflicting goals

• goal harmony

Goal A: increase in sales by 10%

Goal B: increase in profit by 5%

Define the relationship of goal A and B.

• Harmony if increase in sales does not mean higher costs

• Indifference

• conflict if increase in sales means higher costs

• harmony

Goal A: cost reduction by 10%

Goal B: Increase in profit by 5%

Goal relationship?

• conflict

• harmony

• indifference

• conflict if cost reduction is achieved by outsourcing

Goal A: increased quality

Goal B: improved image

Goal relationship?

• conflict

• harmony

• indifference

• conflict if new staff has to be hired

Goal A: Reduction of CO2 emissions

Goal B: increase in profit

Goal relationship?

• conflict if expensive technology has to be installed to achieve goal A

• harmony, as increase in environmental image can boost sales

• indifference as the goals have no impact on each other

• conflict, as part of profit is invested in new technology

Goal A: Increase in market power

Goal B: Job security for staff

Goal relationship?

• Harmony, as increase in market power improves profit

• Conflict, if increase in market power means outsourcing

• Indifference - goal A does not impact achievement of goal B

• Conflict

Goal A: Increase Work-Life-Balance by offering flexible working hours

Goal B: increase in productivity

Relationship?

• conflict

• harmony

• indifference