What is meant by goal displacement? Explain with example.

 Goal Displacement

Goal displacement refers to the unintended or forceful change in a predetermined organizational goal. The original goal is completely discarded in case of goal displacement. In other words, goal displacements may be stated as a situation in which a new goal has been developed with completely discarding original strategy and tactical goal even without the interest of top-level management. It occurs in a condition when organizational resources and efforts are diverted far from original goals.

D.E. MacFarland - "Goal displacement in a business organization occurs when decision-makers substitute tangible goals of broader, riskier, more uncertain long-range goals." 

This means goal displacement occurs by completely substituting the existing goal with the new one. Decision-makers do not want to take risk of failing predetermined goals. For this reason, they displace the goal with a new one. In goal displacement, broader and long-term goals are replaced by a specific goals. General reasons for goal displacement are as follows:

1. Goal conflict: When organizational goals and individual goals conflict with each other, goal displacement is necessary. Especially, when employees pay more interest for their own goal rather than organizational goals then goal conflicts may arise. In this situation, individual goals must be displaced with greater priority. Sometimes, the organization also displaces some goals to address the individual goals. For instance, organizations nowadays adopt HR development goals.

2. Abstract goals: If organizational goals are abstract, unclear, and uncertain, employees, as well as managers, cannot be motivated. Thus, goals must be made simple, understandable, convincing, and specific. For this purpose, goal displacement is essential. In actual practice when organizational goals cannot be translated into action plans, the problem of goal displacement may arise. For instance, the organizational goal of being the best service provider is too vague. This is not clear in terms of quantity as well as time. In such cases, employees do not believe they will be number one when and how. Such goals must be displaced.

3. Attitude of employees: Positive, optimistic, and cooperative employees are key factors for organizational success. But, when employees are not cooperative and have a negative attitude towards organizational goals, they don't contribute to organizational success. Such employees always give pressure on fulfilling their goals rather than fulfilling the organizational goals. An organization should change its attitude. For this, the organization should displace the goals.

4. Goal substitution: In an organization, some goals need to be totally changed because of changes in the business environment. The substitution of goals also affects organizational goals. The substitution of the long-term goal to short-term or medium-term goal, and vice-versa creates the situation of goal displacement.