Current Wave of Conceptual Revision of Business Goal Ideas

The article studies features of the current wave of conceptual review of today’s ideas about the business goal, which are stipulated by present day paradigm changes in the business environment. It is shown that revision of outdated ideas is connected with considering the corporate goal as a conceptual basis for elaboration of theoretical description of mechanisms of shaping the sustainable competitive organization development proceeding from its complicated link with society and nature. A shift in overseas research on corporate management that took place in the last decade caused domination of approaches based on the necessity to change radically the view on company nature and its goal. At the same time the author highlighted the importance to interpret the corporate goal as crossing frames of profits and dealing with elaboration of mechanisms of sustainable competitive development based on common value creation that corresponds to the general wealth and helps the organization and all concerned parties. The prospect put forward by the author in view of current changes in understanding the corporate goal proceeds from rejection of interpretation of profit as the key goal of business. This prospect can also promote reaching a new level of research on organization goal and corporate management based on regard to dubious nature of economic values and interests of individual and group entities of economy. The present approach focuses on the fact that in contrast to profit the added value of the organization acts as a generalized indicator of its contribution to profit yield in national product and a specific target landmark that unites and motivates all concerned parties. Therefore, a possibility arises to form competitive business-models with high added value that meet current realities.