This paper illustrates the formalization of preferences over the fundamental objectives of a corporation. Specifically a von Neumann-Morgenstern utility function with ten attributes is assessed for members of Woodward-Clyde Consultants. The objectives and their associated measures of effectiveness are first specified and structured in a hierarchy. The objectives concerned personal, professional, and financial goals. The assessment of one individual's utility function is presented in detail. Current uses and potential uses of the assessment procedure and the resulting utility function are discussed
