Managing strategic dualities: Pursuing Conflicting Objectives

Nowadays, companies are often faced with the challenge of conflicting objectives. Dualities refer to the tension that arises when a company is trying to achieve two or more seemingly contradictory objectives simultaneously. These dualities, among other examples, could range from balancing short-term and long-term objectives, being sustainable versus being cost-efficient, or balancing ethical considerations versus financial goals. Dualities are an unavoidable aspect of organisational life, and failure to manage them effectively can lead to various negative consequences. Mismanaging the duality of short-term versus long-term objectives can, for example, lead to financial instability. When companies seek immediate gratification, this could lead to overspending or taking on too much debt, meaning they would fail to save for the future. Mismanaging the duality of sustainability versus being cost-efficient could lead to losing a long-term competitive advantage.

Companies need to be sustainable to secure a long-term position, but they also need to be cost-efficient to become a market leader to secure their long-term position. Identifying and balancing these dualities will lead to prosperity and a competitive advantage over other companies. Understanding these dualities will grant companies better-informed decision-making, driving them to improved performance and long-term success. What strategies do multinationals apply to account for these conflicting objectives? Is it possible to develop a framework to help companies balance these dualities?