Managers sometime focus on one goal and forget other goals or try to achieve one goal regardless of its effect on other goals. For example a manager can focus on control and tries to have as much control as possible. This results in ZERO flexibility, bureaucracy,..and you name it.
If management was about achieving one goal then we would never need a manager but management is not easy because there are many goals, many constraints, and dynamic environment. It is very important to have a reasonable balance between different conflicting goals.
This balance changes from one company to another based on its strategy, product/service, customers…etc. For example, a company that adopts differentiation strategy will spend more on high quality of its services while a company that tries to offer inexpensive service will not spend that much. However, it is not a reasonable balance if we spend more than we can gain.
Examples:
- Company and labor market: A manager may try to pay as less as possible and forgets that he will never get the best qualified people
- Company and customers: A supplier may request Letter of guarantee for every transaction and forgets that customers may go to the other suppliers
- Manager and employees: A manager may insist that a purchasing order should be thoroughly checked by 5 or 6 managers and forgets that the lead time will be very long
- Manager and subordinates: A manager can focus on the relationship with subordinates regardless of the delay and mistakes they make
- Manager and cost control: A manager can focus on cost control and forgets that some expenses will make future saving
- Top management: A top management can focus on short term goals and forget the long term goals

