美国十大商学院-武汉大学经济与管理学院.docVIP

附件二 相关背景知识 愿景(Vision)的涵义：是一种内心的愿望，是脑筋的一幅图画，是一种驱动力，愿意实践、追求，来达到某一个境界，能追求到某一种成就。 （Vision: Defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective and/or strategic direction. Vision is a long term view, sometimes describing how the organization would like the world in which it operates to be. For example a charity working with the poor might have a vision statement which read A world without poverty） Vision statements （愿景的陈述）： Describe an ideal future. Reflect the essence of an organization’s mission and values. Answer the question, what impact do we want to have on society? Unite an organization in a common, coherent strategic direction. Convey a larger sense of organizational purpose, so that employees see themselves as “building a cathedral” rather than “laying stones”. 例如： GE的愿景： We bring good things to life Microsoft的愿景: To enable people and businesses throughout the world to realize their full potential. 2.使命 使命(Mission)的涵义：简单的说，就是要完成愿景！(为谁而做？要如何做？)完成谁的愿景？可能是个人的、家庭的、甚至公司的。使命包含了四种面貌：个人的定位；个人欲扮演的角色；个人企图心的呈现；个人所欲实现的贡献。而为了达成理想的境界(愿景)，需经过多个阶段的目标、拟定策略(Strategy)，决定如何(How-to)行动，并将行动切分成可量化的工作细项(Task List)，逐步克服并完成一个个的工作(Task)，来达成使命。 （Mission: Defines the fundamental purpose of an organization or an enterprise, succinctly describing why it exists and what it does to achieve its Vision.It is sometimes used to set out a picture of the organization in the future. A vision statement provides inspiration, the basis for all the organizations planning. It could answer the question: Where do we want to go?） Mission statements (使命的陈述) Describe the overall purpose of an organization: what we do, who we do it for, and how and why we do it. Set the boundaries of the organization’s current activities. Are the starting point in developing a strategic vision. A mission review gets an organization back to basics. The essential activity of determining whom you serve can be a wake-up call for organizations that have st