Introduction The new owners of Birmingham Vending Company Incorporated are dissatisfied with the company's fiscal performance and have hired a new leader to improve profitability (About Us, 2011). Before being replaced, Bob Greenwood, Birmingham's founding owner, led Birmingham with an innovative approach to gaming and video entertainment machine design, eventually achieving a 30% market share. Greenwood's replacement, an accountant, recently interviewed production and marketing managers to understand the company's challenges, but is unsure how to improve Birmingham's fortunes. The new leader must reconsider Birmingham's goals and transform the company's strategy to achieve its corporate mission. Business Objectives and Leadership Business objectives can be organized into categories. Typically, companies have an owner/shareholder, market share, customer satisfaction, employee satisfaction, and environmental goals (Reich & Benbasat, 1996). A company's goals can be summarized in a mission statement that conveys the company's overall purpose. For example, Dell Incorporated's mission is to "empower countries, communities, customers, and people around the world to use technology to make their dreams come true" (About Dell, 2011). Transformational leadership focuses on organizational goals (Stone, Russell, & Patterson, 2004). The History of Birmingham: Design, Technology and Trend Spotting Birmingham was founded and run by Bob Greenwood, an engineer fascinated by early mechanical gaming machines. Greenwood's goals included operating a full-service business: he owned and oversaw product design, manufacturing, and service operations. Under Greenwood's leadership, the company's mission... half of document... mlReich, B.H. & Benbasat, I. (1996). Measure the connection between business and IT objectives. MIS Quarterly, 20, 58-61. Retrieved September 7, 2011, from http://www.jstor/org/stable/249542Stone, A. G., Russell, R. F., & Patterson, K. (2004). Transformational leadership and servant leadership: A difference in leader focus. Leadership and Organizational DevelopmentJournal, 25, 349-361. Retrieved September 6, 2011, from http://www.emeraldinsight.com/journals.htm?articlid=1410729&show=abstractSlack, N., Chambers, S., Johnston, R., & Betts, A. (2006). Operations and process management. Toronto: Prentice Hall.Wanless, Tony. (2011, September). Creativity in difficult times. BCBusiness (online edition). Retrieved September 8, 2011, from http://www.bcbusinessonline.ca/bcb/bc-blogs/insider/2009/03/05/tough-times-breed-creativity