参考说明成果chap02the business mission

1、 2001 Prentice HallCh. 2-1Strategic ManagementConcepts & Cases8th editionFred R. DavidChapter 2:The Business MissionPowerPoint Slides By:Anthony F. ChelteWestern New England College 2001 Prentice HallCh. 2-2Comprehensive Strategic Management ModelVision & Mission StatementsChapter 2ExternalAuditChap

2、ter 3InternalAuditChapter 4Long-TermObjectivesChapter 5Generate,Evaluate,SelectStrategiesChapter 6ImplementStrategies:Mgmt IssuesChapter 7ImplementStrategies:Marketing,Fin/Acct,R&D, CISChapter 8Measure &EvaluatePerformanceChapter 9 2001 Prentice HallCh. 2-3Vision & MissionThat business mission is so

3、 rarely given adequate thought is perhaps the most important single cause of business frustration. Peter Drucker 2001 Prentice HallCh. 2-4Vision & Mission (Contd) Mission statement answers the question:“What is our business?” 2001 Prentice HallCh. 2-5Vision & Mission (Contd)Vision statement answers

4、the question:“What do we want to e?” 2001 Prentice HallCh. 2-6Vision & Mission (Contd)Many companies develop bothShared vision can motivate employeesDevelops a commonality of interestsHelps focus on opportunity & challenge 2001 Prentice HallCh. 2-7Developing Vision & MissionClear mission is needed b

5、efore alternative strategies can be formulated and implementedImportant to have as broad range of participation as possible among managers in developing the mission 2001 Prentice HallCh. 2-8ExamplesVision Statement“The Bellevue Hospital is the LEADER in providing resources necessary to realize the c

6、ommunitys highest level of HEALTH throughout life.” 2001 Prentice HallCh. 2-9Examples (Contd)Mission Statement“The Bellevue Hospital, with respect, compassion, integrity, and courage, honors the individuality and confidentiality of our patients, employees, and community, and is progressive in antici

7、pating and providing future health care services.” 2001 Prentice HallCh. 2-10Examples (Contd)Vision Statement“The Vision of USGS is to be a world leader in the natural sciences through our scientific excellence and responsiveness to societys needs.”-U.S. Geological Survey (USGS)- 2001 Prentice HallC

8、h. 2-11Examples (Contd)Mission Statement“The Mission of USGS is to serve the Nation by providing reliable scientific information toDescribe and understand the Earth;Minimize loss of life and property from natural disasters;Manage water, biological, energy, and mineral resources; and enhance and prot

9、ect our quality of life. 2001 Prentice HallCh. 2-12Examples (Contd)Vision Statement“It is the vision of the California Energy Commission for Californians to have energy choices that are affordable, reliable, diverse, safe, and environmentally acceptable.” 2001 Prentice HallCh. 2-13Examples (Contd)Mi

10、ssion Statement“It is the California Energy Commissions mission to assess, advocate, and act through public/private partnerships to improve energy systems that promote a strong economy and a healthy environment.” 2001 Prentice HallCh. 2-14Characteristics of a MissionAccording to Vern McGinnis, missi

11、on should:Define what the organization isDefine what the organization aspires to beLimited to exclude some venturesBroad enough to allow for creative growthDistinguish the firm from all othersServe as framework to evaluate current activitiesStated clearly so that it is understood by all 2001 Prentic

12、e HallCh. 2-15Characteristics of a Mission (Contd)Effective mission statements:Broad in scopeGenerate range of feasible strategic alternativesNot excessively specificReconcile interests among diverse stakeholdersFinely balanced between specificity & generality 2001 Prentice HallCh. 2-16Characteristi

13、cs of a Mission (Contd)Effective mission statements:Arouse positive feelings and emotionsMotivate readers to actionGenerate the impression that firm is successful, has direction, and is worthy of time, support, and investment 2001 Prentice HallCh. 2-17Characteristics of a Mission (Contd)Effective mi

14、ssion statements:Reflect judgments re: future growthProvide criteria for selecting strategiesBasis for generating & screening strategic optionsAre dynamic in orientation 2001 Prentice HallCh. 2-18Customer OrientationA good mission statement reflects the anticipations of customers.Identify customer n

15、eedsProvide product/service to satisfy needsAT&Ts mission focuses on communications, not telephonesExxons mission focuses on energy, not on oil and gas 2001 Prentice HallCh. 2-19Social Policy & MissionManagerial philosophy and thinking at the highest levels in the organization reflect social policy.

16、Affects development of vision & missionResponsibilities to consumers, environmentalists, minorities, communities, & other groups 2001 Prentice HallCh. 2-20Social Policy & Mission (Contd)Social policy should be integrated in all strategic-management activities.Mission statement is an effective instru

17、ment for conveying the social responsibility of the firm. 2001 Prentice HallCh. 2-21Components of MissionMission statements vary inLengthContentFormatSpecificityMust include the 9 elements, as the mission statement is the most public and visible part of the strategic-management process. 2001 Prentic

18、e HallCh. 2-22Components of Mission (Contd)CustomersProducts or servicesMarketsTechnologySurvival, growth, and profitabilityPhilosophySelf-conceptConcern for public imageConcern for employees 2001 Prentice HallCh. 2-23Components of Mission (Contd)Components of mission and corresponding questions to

19、be answered:Customers: “Who are the firms customers?”Products or services:“What are the firms major products or services?” 2001 Prentice HallCh. 2-24Components of Mission (Contd)Markets:“Geographically, where does the firm compete?”Technology:“Is the firm technologically current?” 2001 Prentice Hall

20、Ch. 2-25Components of Mission (Contd)Concern for survival, growth, and profitability: “Is the firm committed to growth and financial soundness?”Philosophy:“What are the basic beliefs, values, aspirations, and ethical priorities of the firm?” 2001 Prentice HallCh. 2-26Components of Mission (Contd)Sel

21、f-concept: “What is the firms distinctive competence or major competitive advantage?”Concern for public image:“Is the firm responsive to social, community, and environmental concerns?”Concern for employees:“Are employees a valuable asset of the firm?” 2001 Prentice HallCh. 2-27Importance of Vision & MissionAlthough research results are mixed, firms with formal mission stateme