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10 cards from this deck
Targets set by senior managers & directors for whole business
Long-term purpose/reason for organisation's existence
Formal declaration of business's overriding purpose
Specific, Measurable, Agreed, Realistic, Time specific
Objective clearly states what business aims to achieve
Evidence available to show if objective achieved
Day-to-day targets for specific business functions/departments
Customer commitment & workforce unity around shared purpose
Small: wider variety; Large: focus on financial objectives
Refer back to corporate objectives & mission statement
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