Presentation on leading company Vision, Mission and Values statements.

1. Company Vision and Mission Statements
on Sustainability
September 2012
Toby Webb, Founder, and Ethical Corporation
and Stakeholder Intelligence
Toby.webb@stakeholderintel.com / tobywebb.blogspot.com

2. Novo Nordisk: Our Mision
―Our Mission Is Very Clear...
To be the best in our businesses and a challenging place to
work.
Our Vision...
To be the world's leading diabetes care company.
Our goal is to defeat diabetes by working toward better
prevention, detection, and treatment. We will work actively to
promote collaboration between all parties in the healthcare
system in order to achieve our common goals.‖
http://www.novonordisk-us.com/documents/article_page/document/Our_Mission.asp

3. Patagonia: Mission Statement
―Our Reason for Being:Build the best product,
cause no unnecessary harm, use business to inspire
and implement solutions to the environmental
crisis.‖
http://www.patagonia.com/us/patagonia.go?assetid=2047

5. Sainsbury’s values statement
http://www.j-sainsbury.co.uk/about-
us/our-values/

6. Migros: Switzerland
―Our vision: Migros – a better life every day
Migros is recognised by its customers, its
employees and among the general public as the
leading company for improving the quality of life.
We cater to the needs of everyday life with our
consumer and service products. We target our
offering at all levels of society and their specific
needs in terms of quality of life.‖
http://m10.migros.ch/en/die-migros-gruppe-en/strategie-en

7. Coca-Cola: Our vision
―Our vision serves as the framework for our Roadmap and guides every
aspect of our business by describing what we need to accomplish in order to
continue achieving sustainable, quality growth.
 People: Be a great place to work where people are inspired to be the
best they can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.
 Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value.
 Planet: Be a responsible citizen that makes a difference by
helping build and support sustainable communities.
 Profit: Maximize long-term return to shareowners while being mindful
of our overall responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization‖
http://www.thecoca-colacompany.com/ourcompany/mission_vision_values.html

8. Conclusions: Everyone does this differently
 There’s a lot of corporate confusion about what Mission, Vision,
Values, and Objectives look like when communicated!
 But what does the management theory say?
Vision: (Wikipedia)
―Outlines what the organization wants to be, or how
it wants the world in which it operates to be (an
"idealised" view of the world). It is a long-term
view and concentrates on the future. It can be
emotive and is a source of inspiration."

9. Mission:
―Defines the fundamental purpose of an
organization or an enterprise, succinctly
describing why it exists and what it does to
achieve its vision.

10. Values:
―Beliefs that are shared among the
stakeholders of an organization. Values
drive an organization's culture and priorities
and provide a framework in which decisions
are made.

11. Conclusions:
 A vision statement is a declaration of where you are
headed—your future state.
 Mission is statement of a business rationale, applicable now
as well as in the future.
 The mission is therefore the means of successfully
achieving the vision
 It is essential for companies to have sustainability in
vision/mission statements if embedding is to happen
References:
^ J. Scott Armstrong (1986). "The Value of Formal Planning for Strategic Decisions: A Reply". Strategic Management Journal
7: 183–185.
^ Renger, R., & Titcomb, A. (2002). A Three Step Approach to Teaching Logic Models. American Journal of Evaluation,
23(4), 493-503.
^ J. Scott Armstrong (1985). "Evidence on the Value of Strategic Planning in Marketing: How Much Planning Should a
Marketing Planner Plan?". Strategic Marketing and Management: 73–87.

12. Values and corporate change…Walmart: 1,000 solar-powered locations by 2020
http://www.fastcoexist.com/1680543/the-most-solar-company-in-the-us-is-
walmart