Estableciendo objetivos Lea el resumen a continuaci�n y complete.pdf

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Establecer objetivos gerenciales convierte la visión y misión de una empresa en objetivos de desempeño específicos. Los objetivos deben ser medibles, desafiantes pero alcanzables, y fijar una fecha límite, para centrar la atención de la organización, medir el progreso, y motivar a los empleados.

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Estableciendo objetivos
Lea el resumen a continuacin y complete las actividades que siguen.
El propsito gerencial de establecer objetivos es convertir la visin y la misin en objetivos de
desempeo especficos. Los objetivos reflejan las aspiraciones de la gerencia para el desempeo de
la empresa a la luz de las condiciones econmicas y competitivas prevalecientes en la industria y
las capacidades internas de la empresa. Los objetivos bien establecidos deben ser especficos,
adems de cuantificables o medibles. Los objetivos concretos y medibles son valiosos desde el
punto de vista de la gestin por tres razones: (1) centran la atencin de la organizacin y alinean las
acciones en toda la organizacin; (2) sirven como varas de medir para seguir el desempeo y el
progreso de una empresa; y (3) motivan a los empleados para que se esfuercen ms y se
desempeen a un alto nivel. Para que los objetivos de la empresa cumplan bien su propsito,
tambin deben cumplir con otros tres criterios: deben contener una fecha lmite para el logro y
deben ser desafiantes, pero deben ser alcanzables.
El objetivo de este ejercicio es que comprenda la importancia de establecer objetivos tanto
estratgicos como financieros.
Antes de completar este ejercicio, asegrese de revisar el Cap. 2, Trazar la direccin de una
empresa, especficamente, la seccin titulada Etapa 2: Establecimiento de objetivos.
Fuentes: Pich under Fire, The Economist, 8 de diciembre de 2005; Chris Bryant y Richard
Milne, Boardroom Politics at Heart of VW Scandal, Financial Times, 4 de octubre de 2015;
Andreas Cremer y Jan Schwartz, Volkswagen Mired in Crisis as Board Members Criticize Piech,
Reuters, 24 de abril de 2015; Richard Milne, Volkswagen: Falla del sistema, Financial Times, 4
de noviembre de 2015.
Por qu es importante establecer objetivos financieros?
Opcin multiple
A) Superar a los competidores clave en medidas tan importantes como los mrgenes de beneficio
neto y el retorno de la inversin.
B) Sin una adecuada rentabilidad y solidez financiera, se pone en peligro la supervivencia final
de la empresa.
C) Convencer a los accionistas de que la alta direccin acta en su inters.
D) Traducir el modelo de negocio de la empresa en elementos de accin.

Indicar a los empleados que los objetivos financieros siempre tienen prioridad sobre los
objetivos estratgicos.

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