The goals of managers within organizations are usually seen as profit-driven, but are often more diverse including:
Profitability, which can be achieved through higher output, better service, attracting new customers and cost minimization
In the public sector, other goals (e.g. coordination, liaison, raising public awareness and undertaking activities for the wider public good) that dominate the agenda in organizations
Efficiency, to reduce expenditure and inputs to a minimum to achieve more cost – effective output; in 2010, United Airlines merged with Continental Airlines to achieve greater efficiencies and to reduce competition.
Effectiveness (achieving the desired outcome); this is not necessarily a profit – driven motive.
A study by Carroll (1988) identified clusters of management tasks, which characterized managers as:
Representatives of the organization
Investigators, who research issues and problems
Negotiators, who communicate with one of more people over a transaction to reach a desired outcome, such as a contract
Coordinators, who ensure that the organization’s resources are deployed to good effect to ensure flow in work tasks
Evaluators, who observe, examine and control aspects of the organization’s activities
Staffers, who control human resource functions
Supervisors, who direct the everyday work of junior staff.