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In engineering, an autonomous device can be goal-oriented. (A robotic car that drives from point A to point B, for example.)
In cognitive science, in the case of a sub-symbolic reasoning the concept goal is not "visible"/perceived neither for the reasoning system nor for its observer.
In organization sciences, the identification of an intervention goal of an individual and his/her goal-oriented behaviour, is more complex because, in real situation:
every human usually has more than one goal,
declared goal can be not congruent with his/her behavior,
organization goals can not be the goal of its employers.