A business may have important non-financial objectives which will limit the achievement of
financial objectives. Examples of these are summarised below:
Welfare of employees
The provision of employee welfare is an important objective; this relates to issues such as wages
& salaries; comfortable and safe working conditions, training and development; pensions etc.
The value of many businesses is critically-dependent on attracting and retaining high quality
employees – which makes managing the welfare of such people even more important.
As all marketers understand, a critical activity of business is to understand and meet the needs
and wants of customers. In the long-term, this objective is the foundation for a financially
successful business. Non-financial objectives under this heading would include meeting defined
delivery standards, product q