{"id":1062,"date":"2015-08-03T00:53:10","date_gmt":"2015-08-03T00:53:10","guid":{"rendered":"https:\/\/courses.candelalearning.com\/principlesmanagement1x17xmaster\/?post_type=chapter&#038;p=1062"},"modified":"2015-08-03T00:53:56","modified_gmt":"2015-08-03T00:53:56","slug":"the-roles-of-mission-vision-and-values","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/cerritos-principlesmanagement\/chapter\/the-roles-of-mission-vision-and-values\/","title":{"raw":"The Roles of Mission, Vision, and Values","rendered":"The Roles of Mission, Vision, and Values"},"content":{"raw":"<h2 class=\"title editable block\"><\/h2>\r\n<div id=\"fwk-127512-ch04_s01_n01\" class=\"learning_objectives editable block\">\r\n<div class=\"bcc-box bcc-highlight\">\r\n<h3>Learning Objectives<\/h3>\r\nBy the end of this section, you will be able to:\r\n<ul>\r\n\t<li>Be able to define mission and vision.<\/li>\r\n\t<li>See how values are important for mission and vision.<\/li>\r\n\t<li>Understand the roles of vision, mission, and values in the P-O-L-C framework.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<h3 class=\"title\"><\/h3>\r\n<\/div>\r\n<div id=\"fwk-127512-ch04_s01_s01\" class=\"section\">\r\n<h2 class=\"title editable block\">Mission, Vision, and Values<\/h2>\r\n<p id=\"fwk-127512-ch04_s01_s01_p01\" class=\"para editable block\">Mission and vision both relate to an organization\u2019s purpose and are typically communicated in some written form. Mission and vision are statements from the organization that answer questions about who we are, what do we value, and where we\u2019re going. A study by the consulting firm Bain and Company reports that 90% of the 500 firms surveyed issue some form of mission and vision statements[footnote].<span id=\"fwk-127512-fn04_001\" class=\"footnote\">Bart, C. K., &amp; Baetz, M. C. (1998). The relationship between mission statements and firm performance: An exploratory study. <em class=\"emphasis\">Journal of Management Studies, 35<\/em>, 823\u2013853.<\/span> [\/footnote]Moreover, firms with clearly communicated, widely understood, and collectively shared mission and vision have been shown to perform better than those without them, with the caveat that they related to effectiveness only when strategy and goals and objectives were aligned with them as well[footnote].<span id=\"fwk-127512-fn04_002\" class=\"footnote\">Bart, C. K., Bontis, N., &amp; Taggar, S. (2001). A model of the impact of mission statements on firm performance. <em class=\"emphasis\">Management Decision, 39<\/em>(1), 19\u201335.<\/span>[\/footnote]<span id=\"fwk-127512-fn04_002\" class=\"footnote\"><\/span><\/p>\r\n<p id=\"fwk-127512-ch04_s01_s01_p02\" class=\"para editable block\">A <span class=\"margin_term\"><a class=\"glossterm\">mission statement<\/a><\/span> communicates the organization\u2019s reason for being, and how it aims to serve its key stakeholders. Customers, employees, and investors are the stakeholders most often emphasized, but other stakeholders like government or communities (i.e., in the form of social or environmental impact) can also be discussed. Mission statements are often longer than vision statements. Sometimes mission statements also include a summation of the firm\u2019s values. <span class=\"margin_term\"><a class=\"glossterm\">Values<\/a><\/span> are the beliefs of an individual or group, and in this case the organization, in which they are emotionally invested. The Starbucks mission statement describes six guiding principles that, as you can see, also communicate the organization\u2019s values:<\/p>\r\n\r\n<ol id=\"fwk-127512-ch04_s01_s01_l01\" class=\"orderedlist editable block\">\r\n\t<li><em class=\"emphasis\">Provide a great work environment and treat each other with respect and dignity<\/em>.<\/li>\r\n\t<li><em class=\"emphasis\">Embrace diversity as an essential component in the way we do business<\/em>.<\/li>\r\n\t<li><em class=\"emphasis\">Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.<\/em><\/li>\r\n\t<li><em class=\"emphasis\">Develop enthusiastically satisfied customers all of the time<\/em>.<\/li>\r\n\t<li><em class=\"emphasis\">Contribute positively to our communities and our environment<\/em>.<\/li>\r\n\t<li><em class=\"emphasis\">Recognize that profitability is essential to our future success<\/em>.<span id=\"fwk-127512-fn04_003\" class=\"footnote\">Retrieved October 27, 2008, from<a class=\"link\" href=\"http:\/\/www.starbucks.com\/aboutus\">http:\/\/www.starbucks.com\/aboutus<\/a>.<\/span><\/li>\r\n<\/ol>\r\n<p id=\"fwk-127512-ch04_s01_s01_p03\" class=\"para editable block\">Similarly, Toyota declares its global corporate principles to be:<\/p>\r\n\r\n<ol id=\"fwk-127512-ch04_s01_s01_l02\" class=\"orderedlist editable block\">\r\n\t<li><em class=\"emphasis\">Honor the language and spirit of the law of every nation and undertake open and fair corporate activities to be a good corporate citizen of the world<\/em>.<\/li>\r\n\t<li><em class=\"emphasis\">Respect the culture and customs of every nation and contribute to economic and social development through corporate activities in the communities<\/em>.<\/li>\r\n\t<li><em class=\"emphasis\">Dedicate ourselves to providing clean and safe products and to enhancing the quality of life everywhere through all our activities<\/em>.<\/li>\r\n\t<li><em class=\"emphasis\">Create and develop advanced technologies and provide outstanding products and services that fulfill the needs of customers worldwide<\/em>.<\/li>\r\n\t<li><em class=\"emphasis\">Foster a corporate culture that enhances individual creativity and teamwork value, while honoring mutual trust and respect between labor and management<\/em>.<\/li>\r\n\t<li><em class=\"emphasis\">Pursue growth in harmony with the global community through innovative management<\/em>.<\/li>\r\n\t<li><em class=\"emphasis\">Work with business partners in research and creation to achieve stable, long-term growth and mutual benefits, while keeping ourselves open to new partnerships<\/em>.<span id=\"fwk-127512-fn04_004\" class=\"footnote\">Retrieved October 27, 2008, from <a class=\"link\" href=\"http:\/\/www.toyota.co.jp\/en\/vision\/philosophy\">http:\/\/www.toyota.co.jp\/en\/vision\/philosophy<\/a>.<\/span><\/li>\r\n<\/ol>\r\n<p id=\"fwk-127512-ch04_s01_s01_p04\" class=\"para editable block\">A <span class=\"margin_term\"><a class=\"glossterm\">vision statement<\/a><\/span>, in contrast, is a future-oriented declaration of the organization\u2019s purpose and aspirations. In many ways, you can say that the mission statement lays out the organization\u2019s \u201cpurpose for being,\u201d and the vision statement then says, \u201cbased on that purpose, this is what we want to become.\u201d The strategy should flow directly from the vision, since the strategy is intended to achieve the vision and thus satisfy the organization\u2019s mission. Typically, vision statements are relatively brief, as in the case of Starbuck\u2019s vision statement, which reads: \u201cEstablish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.\u201d<span id=\"fwk-127512-fn04_005\" class=\"footnote\"><\/span>[footnote]<span id=\"fwk-127512-fn04_005\" class=\"footnote\">Retrieved October 27, 2008, from <a class=\"link\" href=\"http:\/\/www.starbucks.com\/aboutus\">http:\/\/www.starbucks.com\/aboutus<\/a>.<\/span> Or ad firm Ogilvy &amp; Mather, which states their vision as \u201can agency defined by its devotion to brands.\u201d<span id=\"fwk-127512-fn04_006\" class=\"footnote\">Retrieved October 27, 2008, from <a class=\"link\" href=\"http:\/\/www.ogilvy.com\/o_mather\">http:\/\/www.ogilvy.com\/o_mather<\/a>.<\/span> Sometimes the vision statement is also captured in a short tag line, such as Toyota\u2019s \u201cmoving forward\u201d statement that appears in most communications to customers, suppliers, and employees.<span id=\"fwk-127512-fn04_007\" class=\"footnote\">Retrieved October 27, 2008, from<a class=\"link\" href=\"http:\/\/www.toyota.com\/about\/our_values\/index.html\">http:\/\/www.toyota.com\/about\/our_values\/index.html<\/a>.<\/span> Similarly, Wal-Mart\u2019s tag-line version of its vision statement is \u201cSave money. Live better.\u201d<span id=\"fwk-127512-fn04_008\" class=\"footnote\">Retrieved October 27, 2008, from<a class=\"link\" href=\"http:\/\/www.walmart.com\/\">http:\/\/www.walmart.com<\/a>.<\/span>[\/footnote]<span id=\"fwk-127512-fn04_008\" class=\"footnote\"><\/span><\/p>\r\n<p id=\"fwk-127512-ch04_s01_s01_p05\" class=\"para editable block\">Any casual tour of business or organization Web sites will expose you to the range of forms that mission and vision statements can take. To reiterate, mission statements are longer than vision statements, often because they convey the organizations core values. Mission statements answer the questions of \u201cWho are we?\u201d and \u201cWhat does our organization value?\u201d Vision statements typically take the form of relatively brief, future-oriented statements\u2014vision statements answer the question \u201cWhere is this organization going?\u201d Increasingly, organizations also add a <span class=\"margin_term\"><a class=\"glossterm\">values statement<\/a><\/span> which either reaffirms or states outright the organization\u2019s values that might not be evident in the mission or vision statements.<\/p>\r\n\r\n<\/div>\r\n<div id=\"fwk-127512-ch04_s01_s02\" class=\"section\">\r\n<h2 class=\"title editable block\">Roles Played by Mission and Vision<\/h2>\r\n<p id=\"fwk-127512-ch04_s01_s02_p01\" class=\"para editable block\">Mission and vision statements play three critical roles: (1) communicate the purpose of the organization to stakeholders, (2) inform strategy development, and (3) develop the measurable goals and objectives by which to gauge the success of the organization\u2019s strategy. These interdependent, cascading roles, and the relationships among them, are summarized in the figure.<\/p>\r\n\r\n<div id=\"fwk-127512-ch04_s01_s02_f01\" class=\"figure large editable block\">\r\n<p class=\"title\"><span class=\"title-prefix\">Figure 4.5<\/span> Key Roles of Mission and Vision<\/p>\r\n<img src=\"http:\/\/2012books.lardbucket.org\/books\/management-principles-v1.1\/section_08\/1135175686fdf5edf45383d1e94d491d.jpg\" alt=\"\" \/>\r\n\r\n<\/div>\r\n<p id=\"fwk-127512-ch04_s01_s02_p02\" class=\"para editable block\">First, mission and vision provide a vehicle for communicating an organization\u2019s purpose and values to all key stakeholders. Stakeholders are those key parties who have some influence over the organization or stake in its future. You will learn more about stakeholders and stakeholder analysis later in this chapter; however, for now, suffice it to say that some key stakeholders are employees, customers, investors, suppliers, and institutions such as governments. Typically, these statements would be widely circulated and discussed often so that their meaning is widely understood, shared, and internalized. The better employees understand an organization\u2019s purpose, through its mission and vision, the better able they will be to understand the strategy and its implementation.<\/p>\r\n<p id=\"fwk-127512-ch04_s01_s02_p03\" class=\"para editable block\">Second, mission and vision create a target for strategy development. That is, one criterion of a good strategy is how well it helps the firm achieve its mission and vision. To better understand the relationship among mission, vision, and strategy, it is sometimes helpful to visualize them collectively as a funnel. At the broadest part of the funnel, you find the inputs into the mission statement. Toward the narrower part of the funnel, you find the vision statement, which has distilled down the mission in a way that it can guide the development of the strategy. In the narrowest part of the funnel you find the strategy \u2014it is clear and explicit about what the firm will do, and not do, to achieve the vision. Vision statements also provide a bridge between the mission and the strategy. In that sense the best vision statements create a tension and restlessness with regard to the status quo\u2014that is, they should foster a spirit of continuous innovation and improvement. For instance, in the case of Toyota, its \u201cmoving forward\u201d vision urges managers to find newer and more environmentally friendly ways of delighting the purchaser of their cars. London Business School professors Gary Hamel and C. K. Prahalad describe this tense relationship between vision and strategy as stretch and ambition. Indeed, in a study of such able competitors as CNN, British Airways, and Sony, they found that these firms displaced competitors with stronger reputations and deeper pockets through their ambition to stretch their organizations in more innovative ways.<span id=\"fwk-127512-fn04_009\" class=\"footnote\">[footnote]Hamel, G., &amp; Prahalad, C. K. (1993, March\u2013April). Strategy as stretch and leverage<em class=\"emphasis\">. Harvard Business Review<\/em>, 75\u201384.[\/footnote]<\/span><\/p>\r\n<p id=\"fwk-127512-ch04_s01_s02_p04\" class=\"para editable block\">Third, mission and vision provide a high-level guide, and the strategy provides a specific guide, to the goals and objectives showing success or failure of the strategy and satisfaction of the larger set of objectives stated in the mission. In the cases of both Starbucks and Toyota, you would expect to see profitability goals, in addition to metrics on customer and employee satisfaction, and social and environmental responsibility.<\/p>\r\n\r\n<div id=\"fwk-127512-ch04_s01_s02_n01\" class=\"key_takeaways editable block\">\r\n<h3 class=\"title\">KEY TAKEAWAY<\/h3>\r\n<p id=\"fwk-127512-ch04_s01_s02_p05\" class=\"para\">Mission and vision both relate to an organization\u2019s purpose and aspirations, and are typically communicated in some form of brief written statements. A mission statement communicates the organization\u2019s reason for being and how it aspires to serve its key stakeholders. The vision statement is a narrower, future-oriented declaration of the organization\u2019s purpose and aspirations. Together, mission and vision guide strategy development, help communicate the organization\u2019s purpose to stakeholders, and inform the goals and objectives set to determine whether the strategy is on track.<\/p>\r\n\r\n<\/div>\r\n<div id=\"fwk-127512-ch04_s01_s02_n02\" class=\"exercises editable block\">\r\n<h3 class=\"title\">EXERCISES<\/h3>\r\n<ol id=\"fwk-127512-ch04_s01_s02_l01\" class=\"orderedlist\">\r\n\t<li>What is a mission statement?<\/li>\r\n\t<li>What is a vision statement?<\/li>\r\n\t<li>How are values important to the content of mission and vision statements?<\/li>\r\n\t<li>Where does the purpose of mission and vision overlap?<\/li>\r\n\t<li>How do mission and vision relate to a firm\u2019s strategy?<\/li>\r\n\t<li>Why are mission and vision important for organizational goals and objectives?<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>","rendered":"<h2 class=\"title editable block\"><\/h2>\n<div id=\"fwk-127512-ch04_s01_n01\" class=\"learning_objectives editable block\">\n<div class=\"bcc-box bcc-highlight\">\n<h3>Learning Objectives<\/h3>\n<p>By the end of this section, you will be able to:<\/p>\n<ul>\n<li>Be able to define mission and vision.<\/li>\n<li>See how values are important for mission and vision.<\/li>\n<li>Understand the roles of vision, mission, and values in the P-O-L-C framework.<\/li>\n<\/ul>\n<\/div>\n<h3 class=\"title\"><\/h3>\n<\/div>\n<div id=\"fwk-127512-ch04_s01_s01\" class=\"section\">\n<h2 class=\"title editable block\">Mission, Vision, and Values<\/h2>\n<p id=\"fwk-127512-ch04_s01_s01_p01\" class=\"para editable block\">Mission and vision both relate to an organization\u2019s purpose and are typically communicated in some written form. Mission and vision are statements from the organization that answer questions about who we are, what do we value, and where we\u2019re going. A study by the consulting firm Bain and Company reports that 90% of the 500 firms surveyed issue some form of mission and vision statements<a class=\"footnote\" title=\".Bart, C. K., &amp; Baetz, M. C. (1998). The relationship between mission statements and firm performance: An exploratory study. Journal of Management Studies, 35, 823\u2013853.\" id=\"return-footnote-1062-1\" href=\"#footnote-1062-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a>Moreover, firms with clearly communicated, widely understood, and collectively shared mission and vision have been shown to perform better than those without them, with the caveat that they related to effectiveness only when strategy and goals and objectives were aligned with them as well<a class=\"footnote\" title=\".Bart, C. K., Bontis, N., &amp; Taggar, S. (2001). A model of the impact of mission statements on firm performance. Management Decision, 39(1), 19\u201335.\" id=\"return-footnote-1062-2\" href=\"#footnote-1062-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a><span id=\"fwk-127512-fn04_002\" class=\"footnote\"><\/span><\/p>\n<p id=\"fwk-127512-ch04_s01_s01_p02\" class=\"para editable block\">A <span class=\"margin_term\"><a class=\"glossterm\">mission statement<\/a><\/span> communicates the organization\u2019s reason for being, and how it aims to serve its key stakeholders. Customers, employees, and investors are the stakeholders most often emphasized, but other stakeholders like government or communities (i.e., in the form of social or environmental impact) can also be discussed. Mission statements are often longer than vision statements. Sometimes mission statements also include a summation of the firm\u2019s values. <span class=\"margin_term\"><a class=\"glossterm\">Values<\/a><\/span> are the beliefs of an individual or group, and in this case the organization, in which they are emotionally invested. The Starbucks mission statement describes six guiding principles that, as you can see, also communicate the organization\u2019s values:<\/p>\n<ol id=\"fwk-127512-ch04_s01_s01_l01\" class=\"orderedlist editable block\">\n<li><em class=\"emphasis\">Provide a great work environment and treat each other with respect and dignity<\/em>.<\/li>\n<li><em class=\"emphasis\">Embrace diversity as an essential component in the way we do business<\/em>.<\/li>\n<li><em class=\"emphasis\">Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.<\/em><\/li>\n<li><em class=\"emphasis\">Develop enthusiastically satisfied customers all of the time<\/em>.<\/li>\n<li><em class=\"emphasis\">Contribute positively to our communities and our environment<\/em>.<\/li>\n<li><em class=\"emphasis\">Recognize that profitability is essential to our future success<\/em>.<span id=\"fwk-127512-fn04_003\" class=\"footnote\">Retrieved October 27, 2008, from<a class=\"link\" href=\"http:\/\/www.starbucks.com\/aboutus\">http:\/\/www.starbucks.com\/aboutus<\/a>.<\/span><\/li>\n<\/ol>\n<p id=\"fwk-127512-ch04_s01_s01_p03\" class=\"para editable block\">Similarly, Toyota declares its global corporate principles to be:<\/p>\n<ol id=\"fwk-127512-ch04_s01_s01_l02\" class=\"orderedlist editable block\">\n<li><em class=\"emphasis\">Honor the language and spirit of the law of every nation and undertake open and fair corporate activities to be a good corporate citizen of the world<\/em>.<\/li>\n<li><em class=\"emphasis\">Respect the culture and customs of every nation and contribute to economic and social development through corporate activities in the communities<\/em>.<\/li>\n<li><em class=\"emphasis\">Dedicate ourselves to providing clean and safe products and to enhancing the quality of life everywhere through all our activities<\/em>.<\/li>\n<li><em class=\"emphasis\">Create and develop advanced technologies and provide outstanding products and services that fulfill the needs of customers worldwide<\/em>.<\/li>\n<li><em class=\"emphasis\">Foster a corporate culture that enhances individual creativity and teamwork value, while honoring mutual trust and respect between labor and management<\/em>.<\/li>\n<li><em class=\"emphasis\">Pursue growth in harmony with the global community through innovative management<\/em>.<\/li>\n<li><em class=\"emphasis\">Work with business partners in research and creation to achieve stable, long-term growth and mutual benefits, while keeping ourselves open to new partnerships<\/em>.<span id=\"fwk-127512-fn04_004\" class=\"footnote\">Retrieved October 27, 2008, from <a class=\"link\" href=\"http:\/\/www.toyota.co.jp\/en\/vision\/philosophy\">http:\/\/www.toyota.co.jp\/en\/vision\/philosophy<\/a>.<\/span><\/li>\n<\/ol>\n<p id=\"fwk-127512-ch04_s01_s01_p04\" class=\"para editable block\">A <span class=\"margin_term\"><a class=\"glossterm\">vision statement<\/a><\/span>, in contrast, is a future-oriented declaration of the organization\u2019s purpose and aspirations. In many ways, you can say that the mission statement lays out the organization\u2019s \u201cpurpose for being,\u201d and the vision statement then says, \u201cbased on that purpose, this is what we want to become.\u201d The strategy should flow directly from the vision, since the strategy is intended to achieve the vision and thus satisfy the organization\u2019s mission. Typically, vision statements are relatively brief, as in the case of Starbuck\u2019s vision statement, which reads: \u201cEstablish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.\u201d<span id=\"fwk-127512-fn04_005\" class=\"footnote\"><\/span><a class=\"footnote\" title=\"Retrieved October 27, 2008, from http:\/\/www.starbucks.com\/aboutus. Or ad firm Ogilvy &amp; Mather, which states their vision as \u201can agency defined by its devotion to brands.\u201dRetrieved October 27, 2008, from http:\/\/www.ogilvy.com\/o_mather. Sometimes the vision statement is also captured in a short tag line, such as Toyota\u2019s \u201cmoving forward\u201d statement that appears in most communications to customers, suppliers, and employees.Retrieved October 27, 2008, fromhttp:\/\/www.toyota.com\/about\/our_values\/index.html. Similarly, Wal-Mart\u2019s tag-line version of its vision statement is \u201cSave money. Live better.\u201dRetrieved October 27, 2008, fromhttp:\/\/www.walmart.com.\" id=\"return-footnote-1062-3\" href=\"#footnote-1062-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a><span id=\"fwk-127512-fn04_008\" class=\"footnote\"><\/span><\/p>\n<p id=\"fwk-127512-ch04_s01_s01_p05\" class=\"para editable block\">Any casual tour of business or organization Web sites will expose you to the range of forms that mission and vision statements can take. To reiterate, mission statements are longer than vision statements, often because they convey the organizations core values. Mission statements answer the questions of \u201cWho are we?\u201d and \u201cWhat does our organization value?\u201d Vision statements typically take the form of relatively brief, future-oriented statements\u2014vision statements answer the question \u201cWhere is this organization going?\u201d Increasingly, organizations also add a <span class=\"margin_term\"><a class=\"glossterm\">values statement<\/a><\/span> which either reaffirms or states outright the organization\u2019s values that might not be evident in the mission or vision statements.<\/p>\n<\/div>\n<div id=\"fwk-127512-ch04_s01_s02\" class=\"section\">\n<h2 class=\"title editable block\">Roles Played by Mission and Vision<\/h2>\n<p id=\"fwk-127512-ch04_s01_s02_p01\" class=\"para editable block\">Mission and vision statements play three critical roles: (1) communicate the purpose of the organization to stakeholders, (2) inform strategy development, and (3) develop the measurable goals and objectives by which to gauge the success of the organization\u2019s strategy. These interdependent, cascading roles, and the relationships among them, are summarized in the figure.<\/p>\n<div id=\"fwk-127512-ch04_s01_s02_f01\" class=\"figure large editable block\">\n<p class=\"title\"><span class=\"title-prefix\">Figure 4.5<\/span> Key Roles of Mission and Vision<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/2012books.lardbucket.org\/books\/management-principles-v1.1\/section_08\/1135175686fdf5edf45383d1e94d491d.jpg\" alt=\"\" \/><\/p>\n<\/div>\n<p id=\"fwk-127512-ch04_s01_s02_p02\" class=\"para editable block\">First, mission and vision provide a vehicle for communicating an organization\u2019s purpose and values to all key stakeholders. Stakeholders are those key parties who have some influence over the organization or stake in its future. You will learn more about stakeholders and stakeholder analysis later in this chapter; however, for now, suffice it to say that some key stakeholders are employees, customers, investors, suppliers, and institutions such as governments. Typically, these statements would be widely circulated and discussed often so that their meaning is widely understood, shared, and internalized. The better employees understand an organization\u2019s purpose, through its mission and vision, the better able they will be to understand the strategy and its implementation.<\/p>\n<p id=\"fwk-127512-ch04_s01_s02_p03\" class=\"para editable block\">Second, mission and vision create a target for strategy development. That is, one criterion of a good strategy is how well it helps the firm achieve its mission and vision. To better understand the relationship among mission, vision, and strategy, it is sometimes helpful to visualize them collectively as a funnel. At the broadest part of the funnel, you find the inputs into the mission statement. Toward the narrower part of the funnel, you find the vision statement, which has distilled down the mission in a way that it can guide the development of the strategy. In the narrowest part of the funnel you find the strategy \u2014it is clear and explicit about what the firm will do, and not do, to achieve the vision. Vision statements also provide a bridge between the mission and the strategy. In that sense the best vision statements create a tension and restlessness with regard to the status quo\u2014that is, they should foster a spirit of continuous innovation and improvement. For instance, in the case of Toyota, its \u201cmoving forward\u201d vision urges managers to find newer and more environmentally friendly ways of delighting the purchaser of their cars. London Business School professors Gary Hamel and C. K. Prahalad describe this tense relationship between vision and strategy as stretch and ambition. Indeed, in a study of such able competitors as CNN, British Airways, and Sony, they found that these firms displaced competitors with stronger reputations and deeper pockets through their ambition to stretch their organizations in more innovative ways.<span id=\"fwk-127512-fn04_009\" class=\"footnote\"><a class=\"footnote\" title=\"Hamel, G., &amp; Prahalad, C. K. (1993, March\u2013April). Strategy as stretch and leverage. Harvard Business Review, 75\u201384.\" id=\"return-footnote-1062-4\" href=\"#footnote-1062-4\" aria-label=\"Footnote 4\"><sup class=\"footnote\">[4]<\/sup><\/a><\/span><\/p>\n<p id=\"fwk-127512-ch04_s01_s02_p04\" class=\"para editable block\">Third, mission and vision provide a high-level guide, and the strategy provides a specific guide, to the goals and objectives showing success or failure of the strategy and satisfaction of the larger set of objectives stated in the mission. In the cases of both Starbucks and Toyota, you would expect to see profitability goals, in addition to metrics on customer and employee satisfaction, and social and environmental responsibility.<\/p>\n<div id=\"fwk-127512-ch04_s01_s02_n01\" class=\"key_takeaways editable block\">\n<h3 class=\"title\">KEY TAKEAWAY<\/h3>\n<p id=\"fwk-127512-ch04_s01_s02_p05\" class=\"para\">Mission and vision both relate to an organization\u2019s purpose and aspirations, and are typically communicated in some form of brief written statements. A mission statement communicates the organization\u2019s reason for being and how it aspires to serve its key stakeholders. The vision statement is a narrower, future-oriented declaration of the organization\u2019s purpose and aspirations. Together, mission and vision guide strategy development, help communicate the organization\u2019s purpose to stakeholders, and inform the goals and objectives set to determine whether the strategy is on track.<\/p>\n<\/div>\n<div id=\"fwk-127512-ch04_s01_s02_n02\" class=\"exercises editable block\">\n<h3 class=\"title\">EXERCISES<\/h3>\n<ol id=\"fwk-127512-ch04_s01_s02_l01\" class=\"orderedlist\">\n<li>What is a mission statement?<\/li>\n<li>What is a vision statement?<\/li>\n<li>How are values important to the content of mission and vision statements?<\/li>\n<li>Where does the purpose of mission and vision overlap?<\/li>\n<li>How do mission and vision relate to a firm\u2019s strategy?<\/li>\n<li>Why are mission and vision important for organizational goals and objectives?<\/li>\n<\/ol>\n<\/div>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-1062\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Management Principles. <strong>Authored by<\/strong>: anonymous. <strong>Provided by<\/strong>: anonymous. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/2012books.lardbucket.org\/books\/management-principles-v1.1\">http:\/\/2012books.lardbucket.org\/books\/management-principles-v1.1<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">CC BY-NC-SA: Attribution-NonCommercial-ShareAlike<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-1062-1\">.<span id=\"fwk-127512-fn04_001\" class=\"footnote\">Bart, C. K., &amp; Baetz, M. C. (1998). The relationship between mission statements and firm performance: An exploratory study. <em class=\"emphasis\">Journal of Management Studies, 35<\/em>, 823\u2013853.<\/span>  <a href=\"#return-footnote-1062-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-1062-2\">.<span id=\"fwk-127512-fn04_002\" class=\"footnote\">Bart, C. K., Bontis, N., &amp; Taggar, S. (2001). A model of the impact of mission statements on firm performance. <em class=\"emphasis\">Management Decision, 39<\/em>(1), 19\u201335.<\/span> <a href=\"#return-footnote-1062-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><li id=\"footnote-1062-3\"><span id=\"fwk-127512-fn04_005\" class=\"footnote\">Retrieved October 27, 2008, from <a class=\"link\" href=\"http:\/\/www.starbucks.com\/aboutus\">http:\/\/www.starbucks.com\/aboutus<\/a>.<\/span> Or ad firm Ogilvy &amp; Mather, which states their vision as \u201can agency defined by its devotion to brands.\u201d<span id=\"fwk-127512-fn04_006\" class=\"footnote\">Retrieved October 27, 2008, from <a class=\"link\" href=\"http:\/\/www.ogilvy.com\/o_mather\">http:\/\/www.ogilvy.com\/o_mather<\/a>.<\/span> Sometimes the vision statement is also captured in a short tag line, such as Toyota\u2019s \u201cmoving forward\u201d statement that appears in most communications to customers, suppliers, and employees.<span id=\"fwk-127512-fn04_007\" class=\"footnote\">Retrieved October 27, 2008, from<a class=\"link\" href=\"http:\/\/www.toyota.com\/about\/our_values\/index.html\">http:\/\/www.toyota.com\/about\/our_values\/index.html<\/a>.<\/span> Similarly, Wal-Mart\u2019s tag-line version of its vision statement is \u201cSave money. Live better.\u201d<span id=\"fwk-127512-fn04_008\" class=\"footnote\">Retrieved October 27, 2008, from<a class=\"link\" href=\"http:\/\/www.walmart.com\/\">http:\/\/www.walmart.com<\/a>.<\/span> <a href=\"#return-footnote-1062-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><li id=\"footnote-1062-4\">Hamel, G., &amp; Prahalad, C. K. (1993, March\u2013April). Strategy as stretch and leverage<em class=\"emphasis\">. Harvard Business Review<\/em>, 75\u201384. <a href=\"#return-footnote-1062-4\" class=\"return-footnote\" aria-label=\"Return to footnote 4\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":9,"menu_order":3,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Management Principles\",\"author\":\"anonymous\",\"organization\":\"anonymous\",\"url\":\"http:\/\/2012books.lardbucket.org\/books\/management-principles-v1.1\",\"project\":\"\",\"license\":\"cc-by-nc-sa\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-1062","chapter","type-chapter","status-publish","hentry"],"part":1043,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-principlesmanagement\/wp-json\/pressbooks\/v2\/chapters\/1062","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-principlesmanagement\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-principlesmanagement\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-principlesmanagement\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":3,"href":"https:\/\/courses.lumenlearning.com\/cerritos-principlesmanagement\/wp-json\/pressbooks\/v2\/chapters\/1062\/revisions"}],"predecessor-version":[{"id":1065,"href":"https:\/\/courses.lumenlearning.com\/cerritos-principlesmanagement\/wp-json\/pressbooks\/v2\/chapters\/1062\/revisions\/1065"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-principlesmanagement\/wp-json\/pressbooks\/v2\/parts\/1043"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-principlesmanagement\/wp-json\/pressbooks\/v2\/chapters\/1062\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-principlesmanagement\/wp-json\/wp\/v2\/media?parent=1062"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-principlesmanagement\/wp-json\/pressbooks\/v2\/chapter-type?post=1062"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-principlesmanagement\/wp-json\/wp\/v2\/contributor?post=1062"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-principlesmanagement\/wp-json\/wp\/v2\/license?post=1062"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}