Elements of Vision & Mission:

Components and their relatedness to Mission and Vision


Vision Build on Mission and reflect changes in market forces

Mission reflecting stakeholders expectations and focus on core competencies and values


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


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)