MISSION, OBJECTIVES AND VALUES OF THE COMPANY Reviewed by Momizat on .   The mission, objectives and values ​​of the company as general expression of the fundamental principles on which it based the performance of the company, are   The mission, objectives and values ​​of the company as general expression of the fundamental principles on which it based the performance of the company, are Rating: 0




The mission, objectives and values ​​of the company as general expression of the fundamental principles on which it based the performance of the company, are its expression of its architecture and strategic intent. Through the mission and vision the company tries to establish the essence of your business and the most ambitious possible. Through the strategic objectives, the company tries to orient its strategic action to achieve its mission and vision.

To carry out management that achieves the vision and business objectives that it believes necessary reputation and legitimacy, and a climate of trust and collaboration.

The promotion of a “contagious” the future is a widely recognized component, though elusive, of corporate success. Therefore, a task of top management is to provide the organization of a coherent world view. This worldview is an essential tool of leadership that can influence the interpretation of events, both within and outside the organization. At the same time, help shape the future of the organization to channel resources to specific activities and motivate people.

The main value you bring to a company’s mission is to provide a “road map” for a constant evolutionary change and opportunistic. For a map be useful, one must know the starting point (the company), the destination (target), the means of transport (the strategy) and the driver (the leadership). In this case study the links between the mission and these four elements.

A shared vision of the future helps to concentrate the efforts of a company. It helps to more efficiently exploit the available resources and capacities, “doing more with less.” The mission allows senior management to identify major and where to apply resources more effectively.

The cultural elements of the mission acts as a kind of ‘glue’ organization. The mission says the company’s philosophy and sets standards to guide the behavior of its members. These two components-the philosophy and standards, provide the mission with a dual function: as a rational framework for understanding the situation of the company and as emotional appeal that motivates people and gives the company its identity.

The two main aspects of the mission

  A mission gives a company a strategic direction and thus helps to redefine the competitive rules of the sector. It is not merely a matter of investing in R & D, but also foresight. Successful strategies are the product of a mismatch between the resources of a company and its aspirations. That is why an ambitious mission that can help a company to “go first to the future” in what amounts to a reversal of the usual vision of strategic planning. In this view, a balance between resources and strategic goals produces a static and adaptive mission, while an imbalance requires the company to excel and generate innovation. In this sense, the mission is a management tool to prevent stagnation.

While the guide is primarily philosophical in the internal affairs of the company, tangible image focuses its activity on the market. It consists of: 1) the “strategic architecture”, and 2) the “strategic intent”. The strategic architecture incorporates expectations regarding the future of the sector, focusing on the efforts of the company. The expectations concerning the future of an industry based on observations of trends in technology, demographics, regulatory, geopolitical and lifestyles. The strategic architecture gives the company an idea of ​​your space as well as future competitive opportunities.

If the strategic architecture is the rational side of the picture tangible, strategic intent is the inspirational side. The strategic intent is the challenging and emotional component of the tangible image of a company. It consists of a graphic description and inspiring goal towards which they go all. The strategic intent is to apply every day of the mission. Although rarely included in the official mission statement should communicate clearly and shared at all levels of the company. The strategic intent usually refers to highly motivating and challenging goals, and achieve an ambitious goal or topple an industry leader.

The content of the mission has many variables. For example can refer to the following:

Customers – Who are the customers of the company?

Products or services – What are the main products or services of the company?

Location – Where the company competes?

Technology – What is the basic technology of the company?

Concern for survival – What is the company’s commitment to economic objectives?

Philosophy – What are the values, beliefs, aspirations and priorities of the company’s basic philosophy?

Self-Conception – What are the strengths and advantages competitive core business?

Concern for public image – What are the public responsibilities of the company and what image you want?

Concern for employees – What is the company’s attitude towards employees?

Companies often include in their mission statement is any indication of the products or services they provide, their own forecast of the industry, its key strengths and competitive advantages. Explain the reason for the company’s business and provides guidelines to achieve the stated purpose.

Norms and behaviors

The mission statements of companies also refer to their internal constituents. Achieve the purpose of the company and implement a strategy requires an internal commitment and clear policies. The rules and behaviors are operational definitions of the themes that guide the daily actions. They also relate to the concern of a company by its employees.

Values ​​and Beliefs

Companies are struggling much explicit their values, because they play an important role in motivating employees. The mission helps to institutionalize the values ​​of the company. Therefore, the decision to include the values ​​of the company’s mission statement is important. In addition, the press-oriented business world a strong emphasis on corporate values. You can create fads, legitimize and rationalize the behavior of firms

Mission and Leadership

The relationship between the content of a mission and management styles leads directly to the relationship between the mission and leadership. As a tool to motivate people and focus its efforts, the mission leadership power. His focus on actions and behaviors consistent offers leaders a way to prove themselves and show their reliability. After changes or failures of senior management, the appeal to values ​​and general beliefs gives the leadership the opportunity to influence how one views these changes or failures. Therefore, the missions also help preserve the consensus on the leadership of a company.

Create a highly inspiring mission is one way that leaders respect and legitimacy to take on overall company level. Many leaders owe their success to the missions developed. From this pragmatic point of view, the mission provides a symbolic framework for the actions of the leadership of the company. It can support or justify the continued change.

Potential dangers of the mission of the company

  A mission is static and dynamic at the same time. Is static in the sense that it addresses a long-term and requires constant effort and durable. It is dynamic in the sense that it has a fixed reference point, but is open to redefinition and even manipulation. This dual nature of the mission can lead a company to fall into certain traps:

The first trap is too rigid to do the mission.

The second trap is to make too broad mission.

The third trap is the difficulty to change the mission

Jesús María Ruiz de Arriaga

Economist Lawyer. Managing Partner

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