Which Goal should be followed by a Corporate Executive?

Essay from the year 2007 in the subject Tourism - Miscellaneous grade: 2 Bournemouth University (Bournemouth University) course: International Tourism Management (top-up) language: English abstract: A corporate chief executive encompasses the final responsibility for a successful company development. He sets the objectives for the business and specifies strategies for their achievement (Lines 1978:3). Further key tasks are listed in Appendix A. In this unique role he is also responsible for the funding of the business (Lines 1978). Since 1st December 2007 Andrew Harrison is the chief executive of easyJet (easyJet plc 2007). He defines the organisational structure to lead staff towards defined goals (Mullins 1999). easy Jets organisation structure is a flat management structure. A comparison of flat and tall management structures is given in Appendix B. Being under the pressure of different interest groups the question arises which interest should be given priority? Easy Jet postulates creating real wealth for all stakeholders (Bournemouth University 2004: 22). This assignment demonstrates the theory and understanding of the five objectives. Discussing their importance and priorities a link is given to easyJet plc. Wealth in this context means the market value of ordinary shares. This value states the future potential return for a shareholder's investment in relation to the risk taken over a certain time period (Atrill 2000: 5). They can benefit from the company in form of dividends and/or through increases in the share value from the point of buying (Neale & McElroy 2004). Shareholder will weigh the returns from each investment against the potential risk involved (Atrill 2000:7). Banks are seen as safe but usually bring lower return on investment (Atrill 2007).The common opinion of authors is that shareholder wealth maximisation is the answer to the question raised in the introduction. It is ...the driving force behind [...] strategic and o