On the normative
level of decision-making, persons like the owner of the company, the forest
owner or in case of a state forest the parliament defines the objectives of all
actions. Since in most cases there are more than one objective, collaborators need a
guideline how to deal with competing or contradicting objectives. Very often a general guideline
is given for external advertisement as well as for the internal communication,
where this guideline allows all decision-makers in the company to streamline
their decisions with the wishes of the top-management.
