
What is the difference between an aim and an objective?
Aims and objectives are two widely used concepts in business literature. They are sometimes used interchangeably and loosely refer to targets or goals. However, these terms are different from each other. This article will focus on the key differences between aims and objectives. Aim is usually considered a general statement, whereas ‘objectives are statements of specific outcomes that are to be achieved’ (Johnson, Scholes & Whittington, 20O6, p.209). Objectives usually follow SMART criteria, whereas this is not the case with aims. Aims are statements of intent, usually expressed in broad […]
READ MORE