Chapter 2

The Business Vision & Mission

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Vision & Mission

Shared Vision --
• Creates commonality of interests
• Reduce daily monotony
• Provides opportunity & challenge

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Mission Statement

“What is our business?”

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Mission Statements

•Enduring statement of purpose

•Distinguishes one firm from another
•Declares the firm’s reason for being
•Inspiring
•Identify the utility of a firm’s products
•Reveal that the firm is socially responsible
•Reveal that the firm is environmentally responsible
•Include nine components
•Reconciliatory

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Importance of Mission

Benefits from a strong mission

Unanimity of Purpose

Resource Allocation
Mission
Organizational Climate

Focal point for work

structure

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Benefits continued

• Achieve clarity of purpose among all managers

and employees.
• Provide a basis for all other strategic
planning activities.
• Provide direction.
• Provide a focal point for all stakeholders of
the firm.
• Resolve divergent views among managers.
• Promote a sense of shared expectations among
all managers and employees.

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Benefits continued

• Project a sense of worth and intent to all

stakeholders.
• Project an organized, motivated organization
worthy of support.
• Achieve higher organizational performance.
• Achieve synergy among all managers and
employees.

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 Social Policy & Mission

Social policy should be integrated in all strategic-

management activities

Mission should convey the social responsibility of the

firm

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 Products
Services Markets
Customers

Technology

Employees
Mission
Elements

Survival
Growth
Profit
Public
Image
Self-Concept Philosophy

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