使命与愿景.ppt

Chapter 2 The Business Vision & Mission
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Chapter Objectives
What is vision statement and mission statement.
Importance of these two statements
(Literatures of Collins and Porras: Build to Last; Best to Great).
How does these two statements influence on firm growth? (Additional)
How to develop these two statements? (Additional)
Components of mission statement.
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Have the courage
to follow your heart and intuition. They somehow already know what you
truly want to
become. (Steve Jobs，2005)
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What do we want to become?
A vision statement should answer the basic question: What do we want to become?
A vision statement should be established first and
foremost.
A vision statement should be short, preferably one
sentence.
Examples. (P50:Table 2-1)
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What do we want to become?
让天下没有难做的生意
小商品的海洋 购物者的天堂
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Additional
& (1996): Building your
company’s vision. HBR.
A well conceived vision consists of two major components: core ideology and envisioned
future. Core ideology defines what we stand
for and why we exist. The envisioned future is
what we aspired to become ,to achieve, to
create something that will require significant
change and progress to attain.
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Any effective vision must embody the core ideology of the organization, which in turn consists of two
distinctive parts: core value, a system of guiding
principals and tenets; and core purpose, the organiz-
ation’s most fundamental reason for existence.
The envisioned future consists of two parts: a 10-30-year audacious goal plus vivid description of what it will be like to achieve the goal (BHAG:Big, Hairy, Audacious, Goals)
Additional