During the 20th century, organizations relied on the system of beliefs and values ​​which constituted the management model. The old models of management by instructions (MBI) and management by objectives (MBO) no longer work effectively in today's context. A new model focused on better quality and customer satisfaction is needed, also known as management by values ​​(MBV). It is used as a tool to understand and apply knowledge from the ideas advanced by the behavioral sciences. MBV is becoming increasingly popular as a strategic leadership tool that proves to have enormous potential for practical development, due to its high relevance at different levels. MBV absorbs the complexity of daily work that arises due to the needs for better quality and customer-oriented services, a flatter and flexible organizational structure, the change from bosses to leaders or facilitators and also the need for autonomy and responsible commitment among all. the individuals who make up the company.MBV helps to direct daily professional efforts towards the achievement of the strategic vision of the company which will give more meaning and commitment to the intermediate action processes and the objectives of the people. It is directly oriented towards the change of corporate cultures and thus helps managers to guide the strategic change of the company so that they can adapt to changes in its environment and overcome possible internal tensions within the company. business. In addition, MBV takes into account ethical and ecological issues. principles and facilitates them in the strategic leadership and activities of the company. Simply put, the purpose of MBV is to simplify the complexity faced by the organization, guiding with an effort to direct the strategic vision...... middle of paper ...... read and also how they can defend themselves against threats from competitors. like Mercury or the environment itself. With an ever-changing market, AF has had to adapt to changes and adopt new strategies or models where necessary in order to continue to survive in the market. MBV will help AF develop the personality and potential of each individual in the organization. References Life Associates and the Center for Management by Values. Retrieved February 18, 2014 from http://www.centerformbv.com/index.php Information on the ProQuest report (2014). Retrieved February 18, 2014 from http://moodleprod.murdoch.edu.au/course/view.php?id=2049Shimon L. Dolan., Salvador Garcia., Managing by Values ​​in the Next Millennium Accessed February 18 , 2014, from http://repositori.upf.edu/bitstream/handle/10230/1078/486.pdf?sequence=1