Defining Company Mission and Strategic Purpose

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 achieve a sense of mission:

1. Devoting years, not months. It is a long-term process.
2. Before starting, there must be a consensus; the team must commit.
3. Continuity in management.
4. The address must be included in the address. But the mission is not reflected in the tangible culture.
5. It must be part of the company.
6. Strategy and values must go together.
7. Management should focus on behavior and values.

Strategic Purpose of the Enterprise

Strategic Purpose: Criteria that the company uses to set the way forward. It relates primarily to the idea of objectives and results achieved by the company in the longest term possible. It's going to be the answer to the questions: What do we want to be? And where do we want to get there? (Hamel and Prahalad, 1990).

The Strategic Purpose meets the following:

1. Incorporates the idea of triumph: A view to the future more desirable than in the past. Expressed in ambitious terms.
2. It is very stable over time: Long-term, provides consistency in the decisions of long-term and short-term.
3. To achieve it: Effort and commitment of staff. Incentives.

Hamel and Prahalad (1990): For the Corporate Challenge to be effective, it must:

1. Create a sense of urgency or crisis in order to force the need for improvement in the competitive spirit of the company.
2. Develop motivation for personal challenges.
3. Provide professional capacity for employees to work effectively: information.
4. Give time to the organization to adapt to the challenge. Many challenges disperse purpose.
5. Establish clear targets and measurement mechanisms to establish the reward.