Declaration of Attitude

An objective declaration is a declaration of attitude and outlook more than a statement of specific information. It generally is broad in scope for at least 2 significant reasons. Initially, a good objective statement enables the generation and factor to consider of a series of feasible alternative objectives and techniques without unduly stifling management imagination. Excess specificity would restrict the capacity of creative growth for the organization.

On the other hand, an overly basic statement that does not exclude any method alternatives could be dysfunctional.

Apple Computer system's objective declaration, for instance, need to not open the possibility for diversification into pesticides, or Ford Motor Company's into food processing. Second, an objective statement requires to be broad to efficiently reconcile differences amongst and interest an organization's varied stakeholders, the individuals and groups of persons who have a special stake or claim on the business.

Stakeholders include employees; managers; stockholders; boards of directors; customers, suppliers, Distributors, creditors, governments (local, state, federal, and foreign), unions, competitors, environmental groups, and the general public.

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Stakeholders affect and are affected by an organization's strategies, yet the claims and concerns of diverse constituencies vary and often conflict. For example, the general public is especially interested in social responsibility, whereas stockholders are more interested in profitability.

Claims on any business literally may number in the thousand, and often include clean air, jobs, taxes, investment opportunities, career opportunities, equal employment opportunities, employee benefits, salaries, wages, clean water and community services. All stakeholders' claims on an organization cannot be pursued with equal emphasis.

A good mission statement indicates the relative attentions that an organization will devote to meeting the claims of various stakeholders.