As the chapters in this volume indicate, goal setting theory is developed in over 1000 studies that provide multifaceted and robust insight into individual motivation. There have, however, been few studies of macro-level goal setting published in the 20 years since Locke and Latham’s (1990) book. This is surprising given the prominence of macro-level goals in organizational processes including unit coordination, strategy, and resource allocation; and in strategic outcomes including organizational performance and stakeholder satisfaction.