It is especially important for managers and executives in any organization to agree on the basic vision that the firm strives to achieve in the long term.A vision statement should answer the basic question, “What do we want to become?” A clear vision provides the foundation for developing a comprehensive mission statement.A business mission is the foundation for priorities, strategies, plans, and work assignments.The defining characteristics of a strategic vision is what is says about the company’s future strategic course- “ the direction we are headed and our aspirations for the future.” In contrast, a mission statement describes the enterprise’s current business and purpose- “who we are, what we do, and why we are here’” The mission statements that one finds in company annual reports or posted on company Web sites are typically quite brief; some do a better job than others of conveying what the enterprise is all about. Developing a Strategic Vision • ...
