
7
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Role of the CEO
e major dierence between managers and the CEO is that the CEO is
responsible for the business plan and therefore his/her role requires vision
and leader ship. While managers work toward goals outlined by guide-
lines, the CEO sets the guidelines and decides among conicting strate-
gies what the best course is to follow. He/she then sets these ideas down
in the business plan. e direction will sometimes be unpopular and may
even conict with the self- interest of some managers who have to imple-
ment them, but that should not stop the CEO to set the right path.
A leader cannot be popular at all times and cannot always please t ...