[It was Andrew's intention to supply a] conceptual framework for thinking about the problems that confront the general manager, breaking his problems… - Kenneth R. Andrews

It is important only to remember that the 'choice of goals and the formulation of policy cannot in any case be separate decisions.

The personality of firms like Polaroid, Xerox, Control Data, IBM, ITT, LTV and General Motors clearly reflects aspects of company and management intent that are manifested only partially in such activities as research expenditures, choice of product line and recruitment and development of organization members.

We must acknowledge at this point that there is no way to divorce the decision determining the most sensible economic strategy for a company from the personal values of those who make the choice.