南京大学战略管理lecture01.pptVIP

贾良定 第二讲 远景和使命陈述(Vision Mission Statement) “我们想成为什么和我们的使命是什么？” 远景和使命陈述应该生动活泼、言简意骇、易于记诵，且富有意义和鼓舞性。 雇员和管理者共同为公司制订和修改远景目标反映了他们对自己未来的憧憬。 共同的远景和使命可以使人们精神从单调的日常操作中得到升华，使人们不停地受到激励。 James C. Collins and Jerry I. Porras (1996) “Building Your Company’s Vision” Harvard Business Review, September-October, pp.65-77. 1. Core Ideology Core ideology defines the enduring character of an organization——a consistent identity that transcends product or market life cycles, technological breakthroughs, management fads, and individual leaders. Core ideology provides the glue that holds an organization together through time. Core Values core values are the essential and enduring tenets of an organization. They require no external justification, they have intrinsic value and importance to those inside the organization. Core Values are a company’s essential tenets Merck: corporate social responsibility; unequivocal excellence in all aspects of the company; science-based innovation; honesty and integrity; profit, but profit from work that benefits humanity. Philip Morris: the right to freedom of choice; winning-beating others in a good fight; encouraging individual initiative; opportunity based on merit; no one is entitled to anything; hard work and continuous self-improvement. Sony: elevation of Japanese culture and national status; being a pioneer, not following others, doing the impossible; encouraging individual ability and creativity. Walt Disney: no cynicism; nurturing and promulgation of “wholesome American values”; creativity, dreams, and imagination; fanatical attention to consistency and detail; preservation and control of the Disney magic. Core Purpose Core purpose is a raison d’être, not a goal or business strategy. All effective purpose reflects people’s idealistic motivations for doing the company’s work. It doesn’t just describe the organization’s output or target customers; it captures the soul of the organization. Core Purpose is a company’s reason for being Merck: