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Enterprise models are useful managerial tools for decision making and control, supporting the planning and design of enterprise strategic objectives as well as day-to-day operations. Although much research on the topic has been carried out since the 80s, most approaches offer rudimentary support for the representation of goal-related concepts, focusing either on the representation of strategic or operational goals, lacking a comprehensive ontology for goals. In contrast, this paper is interested in: (a) delineating differences between various shades of goals (mission, vision, strategic, tactical and operational goals) and operations, (b) proposing a hierarchical architecture for strategic enterprise models that includes goals and the operations/processes through which they are operationalized and (c) offering methodological guidelines on how to elaborate such models.