Chapter 2

 Visions and Missions of Organizations
   Where we are and where we would like to be.




                     ...
Comprehensive Strategic Management Model


             External
              Audit




             Chapter 3


        ...
Vision & Mission


That business mission is so rarely given
  adequate thought is perhaps the most
  important single caus...
Vision & Mission (Cont’d)


  Mission statement answers the question:




         “What is our business?”



            ...
Vision & Mission (Cont’d)

  Vision statement answers the question:




     “What do we want to become?”


              ...
Vision & Mission (Cont’d)

 Many companies develop both
 Shared vision can motivate employees
 Develops a commonality of i...
Developing Vision & Mission
Clear mission is needed before alternative
strategies can be formulated and
implemented

Impor...
Examples

            Vision Statement

“The Bellevue Hospital is the LEADER in
  providing resources necessary to realize...
Examples (Cont’d)
               Mission Statement

“The Bellevue Hospital, with respect,
  compassion, integrity, and cou...
Examples (Cont’d)
            Vision Statement

“The Vision of USGS is to be a world
  leader in the natural sciences thro...
Examples (Cont’d)
                Mission Statement

“The Mission of USGS is to serve the Nation by
  providing reliable s...
Examples (Cont’d)
              Vision Statement

“It is the vision of the California Energy
  Commission for Californians...
Examples (Cont’d)
            Mission Statement

“It is the California Energy Commission’s
  mission to assess, advocate, ...
Characteristics of a Mission
According to Vern McGinnis, mission should do
   seven things:

1. Define what the organizati...
Characteristics of a Mission (Cont’d)

Effective mission statements:

    •   Broad in scope
    •   Generate range of fea...
Characteristics of a Mission (Cont’d)

 Effective mission statements:

    •   Arouse positive feelings and emotions
    •...
Characteristics of a Mission (Cont’d)

Effective mission statements:

    •   Reflect judgments re: future growth
    •   ...
Customer Orientation
A good mission statement reflects the
   anticipations of customers.

   Identify customer needs
   P...
Social Policy & Mission
Managerial philosophy and thinking at the
  highest levels in the organization reflect
  social po...
Social Policy & Mission (Cont’d)
Social policy should be integrated in all
   strategic-management activities.

Mission st...
Components of Mission
Mission statements vary in…

     Length
     Content
     Format
     Specificity

Must include the...
Components of Mission (Cont’d)
1.   Customers
2.   Products or services
3.   Markets
4.   Technology
5.   Survival, growth...
Components of Mission (Cont’d)
Components of mission and corresponding
  questions to be answered:

1. Customers:
     “Wh...
Components of Mission (Cont’d)

3. Markets:
     “Geographically, where does the firm
     compete?”


4. Technology:
    ...
Components of Mission (Cont’d)
5. Concern for survival, growth, and
   profitability:
     “Is the firm committed to growt...
Components of Mission (Cont’d)
7.   Self-concept:
       “What is the firm’s distinctive competence or major
       compet...
Importance of Vision & Mission
Although research results are mixed, firms with
    formal mission statements…

    •   2X ...
Global Perspective - Major Challenges
for Businesses
          Major Challenges in 2000
                            USA   ...
Key Terms & Concepts
 Concern for employees       Mission statement
 Concern for public image    components
 Concern for s...
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Strategic Management Concepts

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Strategic Management Concepts

  1. 1. Chapter 2 Visions and Missions of Organizations Where we are and where we would like to be. 1
  2. 2. Comprehensive Strategic Management Model External Audit Chapter 3 Implement Long-Term Generate, Implement Measure & Strategies: Objectives Evaluate, Strategies: Evaluate Marketing, Vision Select Mgmt Issues Performance Fin/Acct, & Strategies R&D, CIS Mission Statements Chapter 6 Chapter 5 Chapter 7 Chapter 8 Chapter 9 Chapter 2 Internal Audit Chapter 4 2
  3. 3. Vision & Mission That business mission is so rarely given adequate thought is perhaps the most important single cause of business frustration. —Peter Drucker— 3
  4. 4. Vision & Mission (Cont’d) Mission statement answers the question: “What is our business?” 4
  5. 5. Vision & Mission (Cont’d) Vision statement answers the question: “What do we want to become?” 5
  6. 6. Vision & Mission (Cont’d) Many companies develop both Shared vision can motivate employees Develops a commonality of interests Helps focus on opportunity & challenge 6
  7. 7. Developing Vision & Mission Clear mission is needed before alternative strategies can be formulated and implemented Important to have as broad range of participation as possible among managers in developing the mission 7
  8. 8. Examples Vision Statement “The Bellevue Hospital is the LEADER in providing resources necessary to realize the community’s highest level of HEALTH throughout life.” 8
  9. 9. Examples (Cont’d) Mission Statement “The Bellevue Hospital, with respect, compassion, integrity, and courage, honors the individuality and confidentiality of our patients, employees, and community, and is progressive in anticipating and providing future health care services.” 9
  10. 10. Examples (Cont’d) Vision Statement “The Vision of USGS is to be a world leader in the natural sciences through our scientific excellence and responsiveness to society’s needs.” -U.S. Geological Survey (USGS)- 10
  11. 11. Examples (Cont’d) Mission Statement “The Mission of USGS is to serve the Nation by providing reliable scientific information to Describe and understand the Earth; Minimize loss of life and property from natural disasters; Manage water, biological, energy, and mineral resources; and enhance and protect our quality of life.” 11
  12. 12. Examples (Cont’d) Vision Statement “It is the vision of the California Energy Commission for Californians to have energy choices that are affordable, reliable, diverse, safe, and environmentally acceptable.” 12
  13. 13. Examples (Cont’d) Mission Statement “It is the California Energy Commission’s mission to assess, advocate, and act through public/private partnerships to improve energy systems that promote a strong economy and a healthy environment.” 13
  14. 14. Characteristics of a Mission According to Vern McGinnis, mission should do seven things: 1. Define what the organization is 2. Define what the organization aspires to be 3. Limited to exclude some ventures 4. Broad enough to allow for creative growth 5. Distinguish the firm from all others 6. Serve as framework to evaluate current activities 7. Stated clearly so that it is understood by all 14
  15. 15. Characteristics of a Mission (Cont’d) Effective mission statements: • Broad in scope • Generate range of feasible strategic alternatives • Not excessively specific • Reconcile interests among diverse stakeholders • Finely balanced between specificity & generality 15
  16. 16. Characteristics of a Mission (Cont’d) Effective mission statements: • Arouse positive feelings and emotions • Motivate readers to action • Generate the impression that firm is successful, has direction, and is worthy of time, support, and investment 16
  17. 17. Characteristics of a Mission (Cont’d) Effective mission statements: • Reflect judgments re: future growth • Provide criteria for selecting strategies • Basis for generating & screening strategic options • Are dynamic in orientation 17
  18. 18. Customer Orientation A good mission statement reflects the anticipations of customers. Identify customer needs Provide product/service to satisfy needs AT&T’s mission focuses on communications, not telephones Exxon’s mission focuses on energy, not on oil and gas 18
  19. 19. Social Policy & Mission Managerial philosophy and thinking at the highest levels in the organization reflect social policy. Affects development of vision & mission Responsibilities to consumers, environmentalists, minorities, communities, & other groups 19
  20. 20. Social Policy & Mission (Cont’d) Social policy should be integrated in all strategic-management activities. Mission statement is an effective instrument for conveying the social responsibility of the firm. 20
  21. 21. Components of Mission Mission statements vary in… Length Content Format Specificity Must include the 9 elements, as the mission statement is the most public and visible part of the strategic-management process. 21
  22. 22. Components of Mission (Cont’d) 1. Customers 2. Products or services 3. Markets 4. Technology 5. Survival, growth, and profitability 6. Philosophy 7. Self-concept 8. Concern for public image 9. Concern for employees 22
  23. 23. Components of Mission (Cont’d) Components of mission and corresponding questions to be answered: 1. Customers: “Who are the firm’s customers?” 2. Products or services: “What are the firm's major products or services?” 23
  24. 24. Components of Mission (Cont’d) 3. Markets: “Geographically, where does the firm compete?” 4. Technology: “Is the firm technologically current?” 24
  25. 25. Components of Mission (Cont’d) 5. Concern for survival, growth, and profitability: “Is the firm committed to growth and financial soundness?” 6. Philosophy: “What are the basic beliefs, values, aspirations, and ethical priorities of the firm?” 25
  26. 26. Components of Mission (Cont’d) 7. Self-concept: “What is the firm’s distinctive competence or major competitive advantage?” 8. Concern for public image: “Is the firm responsive to social, community, and environmental concerns?” 9. Concern for employees: “Are employees a valuable asset of the firm?” 26
  27. 27. Importance of Vision & Mission Although research results are mixed, firms with formal mission statements… • 2X average return on shareholder’s equity • Positive relationship to organizational performance • 30% higher return on certain financial measures 27
  28. 28. Global Perspective - Major Challenges for Businesses Major Challenges in 2000 USA Europe Japan Customer loyalty 44% 28% 3% Managing M&As, alliances 30% 42% 16% Reducing costs 29% 32% 41% Engaging emp. in mission 28% 32% 38% Competing for talent 26% 9% 3% Incr. flexibility & speed 24% 39% 31% 28
  29. 29. Key Terms & Concepts Concern for employees Mission statement Concern for public image components Concern for survival, Philosophy growth, and profitability Products or services Creed statement Self-concept Customers Social policy Markets Stakeholders Mission statement Technology Vision statement 29
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