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objective
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objective

Target set by an organization to help focus and measure performance. Objectives help give direction to the efforts of individuals within an organization, either as part of a team or on their own. For the best results objectives should have a time limit and be capable of measurement. For example, a firm may set as its objective a doubling in output over five years, or a 20% increase in profit over 12 months. Objectives are often agreed rather than imposed; this helps ensure that they are achievable. Unrealistic objectives may serve only to demotivate the workforce.
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