第二章-企业愿景使命与目标.ppt

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1、Copyright2005PrenticeHallCh2-1Chapter2TheBusinessVision&MissionCopyright2005PrenticeHallCh2-2ChapterOutlineWhatdowewanttobecome?Whatisourbusiness?ImportanceofVisionandMissionStatementsCopyright2005PrenticeHallCh2-3ChapterOutline(cont’d)CharacteristicsofamissionstatementComponentsofamissionstatem

2、entWriting&evaluatingmissionstatementsCopyright2005PrenticeHallCh2-4VisionAgreementonthebasicvisionforwhichthefirmstrivestoachieveinthelongruniscriticallyimportanttothefirm’ssuccess.Copyright2005PrenticeHallCh2-5“Whatdowewanttobecome?”VisionCopyright2005PrenticeHallCh2-6ComprehensiveMissionState

3、mentVisionClearBusinessVisionAclearvisionprovidesthefoundationfordevelopingacomprehensivemissionstatement.Manyorganizationshavebothavisionandmissionstatement,butthevisionstatementshouldbeestablishedfirstandforemostCopyright2005PrenticeHallCh2-7“Whatisourbusiness?”MissionStatementCh2-8Missionstat

4、ementMissionstatementoutlinesthebroaddirectionsthattheorganizationwillfollowandbrieflysummarizesthereasoningandvaluesthatliebehinditThepurposeofthemissionstatementistocommunicatetoallstakeholders(利益相关者）andoutsidetheorganizationwhatthecompanystandsforandwhereitisheadedCopyright2005PrenticeHallCh2-

5、9MissionStatementsEnduringstatementofpurposeDistinguishesonefirmfromanotherDeclaresthefirm’sreasonforbeingMissionStatementscanbealsocalledCreedstatementStatementofpurposeStatementofphilosophyStatementofbusinessprinciplesCopyright2005PrenticeHallCh2-10Revealwhatanorganizationwantstobeandwhomitwant

6、stoserveMissionStatementsCopyright2005PrenticeHallCh2-11Vision&MissionManyorganizationsdevelopbothvision&missionstatements.Ch2-12SharedVision--CreatescommonalityofinterestsReducedailymonotonyProvidesopportunity&challengeImportanceofVision&MissionCh2-13Profit&visionarenecessarytoeffectivelymotivat

7、eaworkforceImportanceofVision&MissionCh2-14EssentialforeffectivelyestablishingobjectivesandformulatingstrategiesImportanceofVision&MissionClearmissionisneededbeforealternativestrategiescanbeformulatedandimplementedCopy