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Goals are the ends that the organization strives to attain. Many companies are moving to a system of continuous planning, to permit quicker response to changing conditions.
Strategic planning produces decisions and actions that shape and guide what an organization is, what it does, and why it does it. It requires broad-scale information gathering, an exploration of alternatives, and an emphasis on the future implications of present decisions. Top executives must answer such questions as "What is the purpose of this organization?" "What does this organization have to do in the future to remain competitive?" (Allen, 2002...
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