Every business, regardless of size, must carefully identify and plan its shorts and long term goals.More importantly, every business must attempt to strike a balance between the two and make sure that one dose not dominate the other. If some businesses want to get huge profits and quick returns, for example, by pirating name brands such as Christian Dior, Chanel, and Lancome, business relations are doubtless infected thoroughly with the disease of short-sighted motives. Fortunately, there is plenty of evidence suggesting that business often look well beyond short-term goals.

The desire to generate a profit lies at the heart of every business, and this desireis the chief element that prevent business from placing too much emphasis on short-term goals. In order to maintain a steady increase in profits, a company must continually upgrade its products or services, and this objective can be accomplished only by establishing long-term goals. These types of goals enable businesses to meet the future demands of their customers and not to fall behind the completition. Conversely, any business that focuses too much upon short-term srategies will not only minimize its profits, but also jeopardize its existece.