IntroductionThe new owners of Birmingham Vending Company Incorporated are dissatisfied with the company's financial performance and have hired a new manager to improve profitability (About Us, 2011 ). Before being replaced, Bob Greenwood – the founding owner of Birmingham – led Birmingham with an innovative approach to designing gaming and video entertainment machines, ultimately achieving 30% market share. Greenwood's replacement – ​​an accountant – recently interviewed production and marketing managers to understand the company's challenges, but he is unsure how to improve Birmingham's fortunes. The new leader must reconsider Birmingham's goals and transform the company's strategy to meet its corporate mission. Business Goals and Leadership Business goals can be organized into categories. Typically, companies have objectives in terms of owner/shareholder, market share, customer satisfaction, employee satisfaction, and environment (Reich and Benbasat, 1996). A company's goals can be summarized in a mission statement that expresses the overall purpose of the company. For example, Dell Incorporated's mission is to “empower countries, communities, customers, and individuals around the world to use technology to achieve their dreams” (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 operated 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 ...... middle of paper ......mlReich, BH & Benbasat, I. (1996). Measure the link between business objectives and IT objectives. MIS Quarterly, 20, 58-61. Retrieved September 7, 2011 from http://www.jstor/org/stable/249542Stone, AG, Russell, RF, & Patterson, K. (2004). Transformational leadership or servant leadership: A difference in leader orientation. Journal of Leadership and Organization Development, 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.