企业战略管理 第2章
时间：2025-07-14
企业战略管理
Chapter 2 The Business Vision & Mission
Strategic Management: Concepts & Cases 11th Edition Fred David
Copyright 2007 Prentice Hall
Ch 2 -1
企业战略管理
Chapter OutlineWhat do we want to become?
What is our business?
Importance of Vision and Mission Statements
Copyright 2007 Prentice Hall
Ch 2 -2
企业战略管理
Chapter Outline (cont’d)Characteristics of a mission statement
Components of a mission statement
Writing & evaluating mission statements
Copyright 2007 Prentice Hall
Ch 2 -3
企业战略管理
Vision
Agreement on the basic vision for which the firm strives to achieve in the long run is critically important to the firm’s success.
Copyright 2007 Prentice Hall
Ch 2 -4
企业战略管理
Vision
“What do we want to become?”
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Ch 2 -5
企业战略管理
Vision
Clear Business Vision Comprehensive Mission Statement
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Ch 2 -6
企业战略管理
Vision & Mission
Shared Vision -Creates commonality of interests Reduce daily monotony Provides opportunity & challenge
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Ch 2 -7
企业战略管理
Mission Statements
“What is our business?”
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Ch 2 -8
企业战略管理
Mission Statements
Enduring statement of purpose Distinguishes one firm from another Declares the firm’s reason for being
Copyright 2007 Prentice Hall
Ch 2 -9
企业战略管理
Mission StatementsAlso referred to as:
Creed statement
Statement of purpose Statement of philosophy
Statement of business principles
Copyright 2007 Prentice Hall
Ch 2 -10
企业战略管理
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Ch 2 -11
企业战略管理
Mission Statements
Reveal what an organization wants to be and whom it wants to serve
Essential for effectively establishing objectives and formulating strategies
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Ch 2 -12
企业战略管理
Vision & Mission
Many organizations develop both vision & mission statements
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Ch 2 -13
企业战略管理
Vision & Mission
Profit & vision are necessary to effectively motivate a workforce
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Ch 2 -14
企业战略管理
Vision & Mission
Shared vision creates a community of interests
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Ch 2 -15
企业战略管理
Developing Vision & Mission
Clear mission is needed before alternative strategies can be formulated and implemented
Copyright 2007 Prentice Hall
Ch 2 -16
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