General Managers, often referred to as the President or Chief Executive Officer (CEO), are responsible for controlling and overseeing the entire organization. They supervise their immediate subordinates, who are often referred to as Middle-Managers or Vice Presidents, as they develop goals, strategic plans and company policies. General Managers play a significant role in the mobilization of outside resources and are accountable to shareholders and the general public.

General Managers need a broad understanding of how competition, world economies, politics, and social trends are going to impact their organization's ability to attain important goals. They...

• Lay down the objectives and broad policies of the enterprise.
• Issue necessary instructions for preparation of department budgets, procedures, schedules, etc.
• Prepare strategic plans and policies for the enterprise.
• Appoint middle level executives.
• Coordinate activities of all departments.
• Maintain contact with the outside world.
• Provide guidance and direction.
• Answer to shareholders for the performance of the enterprise.
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