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企業(yè)戰(zhàn)略管理第二章Chapter2

TheBusinessVision&MissionStrategicManagement:

Concepts&Cases11thEditionFredDavid

2ChapterOutlineWhatdowewanttobecome?Whatisourbusiness?ImportanceofVisionandMissionStatements3ChapterOutline(cont’d)CharacteristicsofamissionstatementComponentsofamissionstatementWriting&evaluatingmissionstatements4Vision

Agreementonthebasicvisionforwhichthefirmstrivestoachieveinthelongruniscriticallyimportanttothefirm’ssuccess.5

“Whatdowewanttobecome?”Vision6Comprehensive

MissionStatementVisionClearBusiness

Vision7

SharedVision--CreatescommonalityofinterestsReducedailymonotonyProvidesopportunity&challengeVision&Mission8

“Whatisourbusiness?”MissionStatements9MissionStatementsEnduringstatementofpurposeDistinguishesonefirmfromanotherDeclaresthefirm’sreasonforbeing10MissionStatementsCreedstatementStatementofpurposeStatementofphilosophyStatementofbusinessprinciplesAlsoreferredtoas:1112

RevealwhatanorganizationwantstobeandwhomitwantstoserveMissionStatements

Essentialforeffectivelyestablishingobjectivesandformulatingstrategies13Vision&MissionManyorganizationsdevelopbothvision&missionstatements14Vision&MissionProfit&visionarenecessarytoeffectivelymotivateaworkforce15Vision&MissionSharedvisioncreatesacommunityofinterests16DevelopingVision&MissionClearmissionisneededbeforealternativestrategiescanbeformulatedandimplemented17DevelopingVision&MissionParticipationfromdiversemanagersisimportantindevelopingthemission18ImportanceofMissionMissionResourceAllocationUnanimityofPurposeOrganizationalClimateFocalpointforwork

structureBenefitsfromastrongmission19BroadinscopeGeneratestrategicalternativesNotoverlyspecificReconcilesinterestsamongdiversestakeholdersFinelybalancedbetweenspecificity&generalityEffectiveMissions20Arousepositivefeelings&emotionsMotivatereaderstoactionGeneratefavorableimpressionofthefirmEffectiveMissions21ReflectfuturegrowthProvidecriteriaforstrategyselectionBasisforgenerating&evaluatingstrategicoptionsAredynamicinnatureEffectiveMissions22AnticipatescustomerneedsIdentifiescustomerneedsProvidesproduct/servicetosatisfyneedsMission&CustomerOrientationAnEffectiveMissionStatement--23Affectsdevelopmentofvision&mission

Responsibilitiesto–ConsumersEnvironmentalistsMinoritiesCommunitiesSocialPolicy&MissionManagerialphilosophyshapessocialpolicy--24SocialPolicy&MissionSocialpolicyshouldbeintegratedinallstrategic-managementactivitiesMissionshouldconveythesocialresponsibilityofthefirm25MissionStatementsFannieMaeProctor&GambleIntelCorporationSt.PaulCompaniesGreenMtn.CoffeeDeere&Company2005RatedBestinSocialResponsibility

AvonProducts,Inc.Hewlett-PackardCo.AgilentTechnologiesEcolab,Inc.ImationCorpIBM262xaveragereturnonshareholder’sequityPositiverelationshiptocompanyperformance30%higherreturnoncertainfinancialmeasuresVision&MissionResearchresultsaremixed,however,firmswithformalmissionstatementsgenerallyseea:27

Mission

ElementsCustomersMarketsEmployeesPublicImageSelf-ConceptPhilosophySurvivalGrowthProfitProducts

ServicesTechnology28PepsiCoMissionPepsiCo’smissionistoincreasethevalueofourshareholders’investment.Wedothisthroughsalesgrowth,costcontrols,andwiseinvestmentresources.Webelieveourcommercialsuccessdependsuponofferingqualityandvaluetoourconsumersandcustomers;providingproductsthataresafe,wholesome,economicallyefficientandenvironmentallysound;andprovidingafairreturntoourinvestorswhileadheringtothehigheststandardsofintegrity.29Ben&Jerry’sMissionBen&Jerry’smissionistomake,distributeandsellthefinestqualityall-naturalicecreamandrelatedproductsinawidevarietyofinnovativeflavorsmadefromVermontdairyproducts.TooperatetheCompanyonasoundfinancialbasisofprofitablegrowth,increasingvalueforourshareholders,andcreatingcareeropportunitiesandfinancialrewardsforouremployees.TooperatetheCompanyinawaythatactivelyrecognizesthecentralrolethatbusinessplaysinthestructureofsocietybyinitiatinginnovativewaystoimprovethequalityoflifeofabroadcommunity—local,nationalandinternational.30MissionStatementEvaluationMatrixCOMPONENTS

OrganizationCustomersProductsServicesMarketsConcernforSurvival,Growth,ProfitabilityTechnology

PepsiCoYesNoNoYesNoBen&Jerry'sNoYesYesYesNo

31MissionStatementEvaluationMatrixCOMPONENTS

OrganizationPhilosophySelf-ConceptConcernforPublicImageConcernforEmployees

PepsiCoYesNoNoNoBen&Jerry'sNoYesYesYes

32

KeyTerms&ConceptsForReview(Chapter2)Concern

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