Defining Company Mission and Strategic Purpose
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Company Mission
Mission: Represents the identity and personality of the company. It is usually a generic concept and always tries to answer two questions: What is the essence of our business? And what do we want? It serves as a reference and identification for employees and is usually stable over time but must be understood as a dynamic concept that can be changed.
We understand the mission as a set of variables (Bartlett, 1988):
- The product that the company offers.
- The consumer need it is to cover.
- The market definition or the scope of activity.
- Technology based on the production system or the provision of service.
- The distinctive competence of the company or its strategic assets (competitive advantage).
Tawadey & Campbell (1992): Standards to... Continue reading "Defining Company Mission and Strategic Purpose" »