The direction of an organization is responsable for the vision, mission and values of the company, key elements to face the long term challenges. It must, also, promote the practice of a discipline for the analisis and evaluation of both the internal situation and the enviroment of the company, this is known as SWOT (strengths, weaknesses, opportunities and threats). Only thus the objectives and strategies can be established and followed to achieve the optimum functioning of the organization as a whole.
