The main objectives of a company revolve around long-term strategy 1, involving gross revenue,

profitability, effectiveness, sustainability and adaptability.

Gross revenue:

Importance:

Appraisal:

Profitability:

Importance: Several concepts of profitability are presented as an indicator of the economic

efficiency of production of enterprises and as one of the criteria for the quality of management. In
addition, profitability is of great importance for making decisions in the field of investment, planning,
when drawing up estimates, coordinating, evaluating and monitoring the activities of an enterprise and
its results, since profitability indicators measure the profitability of an enterprise from various positions
and are systematized in accordance with the interests of participants in the economic process.

Appraisal: focusing on short-term profits can take to bad long-term sustainability and unethical
practices.

Effectiveness:

Importance:

Appraisal:

Sustainability:

Importance:

Appraisal: excessive focus on sustainability may affect the profitability, it may also compromise
any possibility of expansion because the company may prioritize longevity than risky investments.

1
According to chandler (1962) “strategy is the determination of the basic long-term goals and objectives of an
enterprise and the adoption of courses of action and the allocation of the resources necessary for carrying out
these goals.”
Adaptability:

Importance:

Appraisal: Focusing on excessive adaptation can lead to neglecting core competencies and it may
also lead to failing to meet existing customers’ needs.