公司使命 Mission Statement.docVIP

公司使命 Mission Statement A ： What is a corporate mission statement?　　甲：什么是一个公司的使命宣言？　　B： A mission Statement is a short, succinct statement declaring what business you，re in and who your customer is. By offering this focus, it provides direction for future corporate development.　　乙：使命宣言就是短小简洁的一段话，声明你的经营内容和经营对象。有了这个中心,公司未来的发展就有了方向。　　A： Will you give us some examples?　　甲：你能给我们举些例子吗？　　B： OK. In 1960，Theodore Levitt wrote a significant article in The Harvard Business Review. In his article? “Marketing Myopia，” Levitt criticized American business managers who, he claimed, define their business from the inside out. That is， American business managers focus on the products and services they provide，the nuts and bolts of their business. And this，suggested Levitt, is a serious mistake. To illustrate his point, Levitt claimed that the railroad industry caused its own decline by insisting that “We’re in the railroad business.” That statement led the railroad companies to think in terms of great hunks of iron and steel，rights of way a quarter of a mile wide across the United States, and large quantities of coal shipped across the Great Lakes. As they thought in terms of these physical factors， and insisted “We’re in the railroad business,” they missed opportunities to participate in the growth segments of the transportation industry such as automobiles? trucks and airplanes. According to Levitt, if the railroad companies had said “We’re in the transportation business，，，- they might have fared much better. Because the railroad industry’s customers don’t care about great hunks of iron and steel. They don’t care about rights of way across the country. They don’t care about great quantities of coai. They simply care about moving people and things from one place to another. The market needs that the railroads serve is transportation, not railroading.　　乙：好的。1960年,西奥多?莱维特在《哈佛商业评论》中写了一篇重要的文章。莱维特在他的文章《营销近视症》中，批评了美国商界的经理人，认为他们自内而外定义商业。就是说，美国商界的经理人只关注他们提供的产品和服务的具体细节。莱维特认为这是个严重的大错误。为了