Task 1 : Developing a vision and a mission

The aim of a MISSION STATEMENT is to specify the purpose of the organization, the phylosophy and values that guide it, and the scope of the business.

The Mission is the Top management's view of what the organization seeks to do and become over the long term.

A MISSION STATEMENT must be :

• short, clear, understandable
• goal-oriented, provides direction and focus
• defines firm's domains of operation and criteria for success
• inspiring and motivational, gives employees a sense of belonging
• reflects the company's strategy

  Example : Microsoft Corporation

  "A computer on every desk and in every home"

 

Sources :

Gaining and Soustaining Competitive Advantage, Jay. B. Barney, Addison-Wesley, 1997

Contemporary Strategic Analysis, Robert M. Grant, 3th edition, Blackwell, 1998

Strategic Management, Raphael Amit, Professor at Wharton University of Pennsylvania, US

Strategy formulation and implementation : Tasks of the General Manager, by Arthur A. Thompson, Jr & A.J. Strickland III, 1992

 

 

(c) Bernard Jaquier, Professor in Economics and Finance, Lausanne, Switzerland, 2020