Objectives may be long-term and short-term. A company that is suffering from a recession in its core industries and making losses in the short term will continue to have a long-term objective of achieving a steady growth in earnings/profits but in the short term its primary objective is survival.
Malengo inaweza kuwa ya muda mrefu na muda mfupi. kampuni hiyo ni wanaosumbuliwa na mtikisiko wa kiuchumi katika viwanda yake ya msingi na wanapata hasara katika muda mfupi itaendelea kuwa na muda mrefu lengo la kufanikisha ukuaji wa kutosha katika mapato / faida lakini katika muda mfupi lengo lake la msingi ni maisha.