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Capitalist firms seek to maximise profit by focusing on exchange value. Whether or not their customer's use value is increased is entirely incidental to the process.
While that is largely true for publicly held companies, timescales are a consideration for some strategies. Seeking the best numbers today by some means might result in worse numbers next year. Shortsightedness is encouraged by quarterly results, however some companies have a reputation of longer-term planning and that's part of their sell to shareholders. Also, some companies have mission statements, but of course, they are legally obligated to shareholders, and not missions statements.