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While private sector firms in capitalist economies need to make profits, we need to flesh things out much more if managers and workers are to understand clearly what they need to do. Let's begin with mission, which is usually defined as the distinctive contribution of the firm. What is it trying to do that is both worthwhile and somewhat different from its competitors? At the next level, it is helpful to think about business goals that often involve attention to two issues: a) profits and b) market share...

Let's begin with mission, which is usually defined as the distinctive contribution of the firm. What is it trying to do that is both worthwhile and somewhat different from its competitors? At the next level, it is helpful to think about business goals that often involve attention to two issues: a) profits and b) market share...

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