Chapter 2 The Business Vision & Mission
Strategic Management: Concepts & Cases
11th Edition
Fred David
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Chapter Outline
What do we want to e?
What is our business?
Importance of Vision and Mission Statements
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Chapter Outline (cont’d)
Characteristics of a mission statement
Components of a mission statement
Writing & evaluating mission statements
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Vision
Agreement on the basic vision for which the firm strives to achieve in the long run is critically important to the firm’s ess.
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“What do we want to e?”
Vision
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Comprehensive Mission Statement
Vision
Clear Business Vision
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Shared Vision --
monality of interests
Reduce daily monotony
Provides opportunity & challenge
Vision & Mission
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“What is our business?”
Mission Statements
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Mission Statements
Enduring statement of purpose
Distinguishes one firm from another
Declares the firm’s reason for being
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Mission Statements
Creed statement
Statement of purpose
Statement of philosophy
Statement of business principles
Also referred to as:
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