Elements of Vision & Mission:
Components and their relatedness to Mission and Vision
Principle:
Vision Build on Mission and reflect changes in market forces
Mission reflecting stakeholders expectations and focus on core competencies and values
Issues:
Communicating – stakeholder buy-in – demanding achievable targets
Lissac & Ross (2001) question value in todays’ complex environment – coherent (acting to reinforce who you are) rather than visionary
Lipton (1996) executives walk do not match vision talk
Applications:
Hamel & Prahalad (1993) to streach and leverage – the organisation. Hamel & Prahalad (1989) To describe Strategic intent of the business
Source of Vision & Mission:
Hamel & Prahalad (1990)