⚔️ Conflicts Between Business Objectives
Big Idea: Business objectives often clash with each other. Managers must decide which objectives to prioritise and accept trade-offs.
Common conflicts
- Profit vs ethics — cutting costs may worsen working conditions or harm the environment
- Growth vs quality — rapid expansion can reduce product quality or customer service
- Short-term profit vs long-term objectives — boosting profits now may damage brand value later
- Shareholders vs employees — higher dividends may mean lower wages or job losses
- Profit vs environmental objectives — cheaper production methods may increase pollution
- Market share vs profitability — aggressive pricing can reduce profit margins
A business wants to maximise profit but also reduce its carbon footprint. Switching to renewable energy improves environmental performance but increases costs, reducing short-term profit.
How managers deal with conflicts
- Prioritisation — deciding which objective is most important at the time
- Compromise — partially satisfying competing objectives
- Time-based strategy — focusing on short-term objectives first, then long-term goals
- Communication — explaining trade-offs to stakeholders
- Reviewing objectives regularly as circumstances change
Factors influencing prioritisation
- Stage of the business life cycle (start-up vs mature)
- Economic conditions (recession vs growth)
- Stakeholder pressure (employees, shareholders, government)
- Competitive environment
- Legal and ethical constraints
During an economic recession, many businesses shift their focus from growth to survival. Objectives such as expansion are postponed to protect cash flow.
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🎯 How this appears in exams
- Explain why two objectives may conflict (4 marks)
- Discuss trade-offs between objectives (8–10 marks)
- Evaluate whether a business should prioritise one objective over another
Strong exam structure
- Identify the two conflicting objectives
- Explain why they clash
- Apply the conflict to the specific business
- Discuss consequences of prioritising each objective
- Reach a justified conclusion
Top-mark answers do not say there is a perfect solution. They show awareness of trade-offs and justify a realistic decision.