On the basis of economic theory most of the organizations are looking towards achieve their goals i.e. profit (maximization), but this view is not accepted in today’s business world. According to Lilien and Kotler (1983),“Although profit in some firms is an overriding goal of the business, it is not the only factor that an organization considers when trying to decide among alternative plans of actions. An organization is a complex hierarchal social system pursuing a variety of organizational and personal goals.” Further, Kotler (1980) describes that the common objectives of most of the companies are; to increase sale growth, profitability, innovation and diversification of risks