Identifying sustainable strategies to develop maintenance performance within the short-termism framework is indeed challenging. It requires reinforcing long-term capabilities while managing short-term requirements. This study explores differently applied time horizons when optimizing the tradeoff between conflicting objectives, in maintenance performance, which are: maximize availability, minimize maintenance costs, and minimize maintenance consequence costs. The study has applied multi-objective optimization on a maintenance performance system dynamics model that contains feedback structures that explains reactive and proactive maintenance behavior on a general level. The quantified results provide insights on how different time frames are conditional to enable more or less proactive maintenance behavior in servicing production.