Strategies, mission, vision, goals

The challenge of planning, steering and controlling all activities of a company requires a widerange of decisions made by the management. Management itself can be divided into threesubcategories: normative management, strategic management and operative management withstrategic management linking normative and operative management.Subject of this paper is the explanation of the impact of normative management on the strategicorientation of a company with focus on the importance of a mature vision, mission and goals.