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
e. (Steve Jobs,2005)
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What do we want to e?
A vision statement should answer the basic question: What do we want to e?
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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Additional
& (1996): Building your
company’s vision. HBR.
A well conceived vision consists of two ponents: core ideology and envisioned
future. Core ideology defines what we stand
for and why we exist. The envisioned future is
what we aspired to e ,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 anization, which in turn consists of two
distinctive parts: core value, a system of guiding
principals and s; and core purpose, aniz-
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
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Additional
企业愿景
核心意识形态
生动逼真
的描述
BHAGs
核心目标
核心价值观
愿景展望
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核心价值观是企业的重要信条
默克公司:
公司的社会责任;
公司在所有方面都绝对优异
创新以科学为基础
诚实和正直
利润,但利润应该来
自于对人类的贡献
索尼公司:
弘扬日本文化,提高国家地位
成为时代先锋——不追随别人;做不可能的事
鼓励个体的能力和创造力
Additional