使命与愿景PPT.ppt

Chapter 2 The Business Vision Mission 2018-1-13 Chapter Objectives What is vision statement and mission statement. Importance of these two statements (Literatures of Collins and Porras: Build to Last; Best to Great). How does these two statements influence on firm growth? (Additional) How to develop these two statements? (Additional) Components of mission statement. 2018-1-13 Have the courage to follow your heart and intuition. They somehow already know what you truly want to become. (Steve Jobs，2005) 2018-1-13 What do we want to become? A vision statement should answer the basic question: What do we want to become? A vision statement should be established first and foremost. A vision statement should be short, preferably one sentence. Examples. (P50:Table 2-1) 2018-1-13 Additional J.C.Collins J.I.Porras(1996): Building your company’s vision. HBR. A well conceived vision consists of two major components: core ideology and envisioned future. Core ideology defines what we stand for and why we exist. The envisioned future is what we aspired to become ,to achieve, to create something that will require significant change and progress to attain. 2018-1-13 Any effective vision must embody the core ideology of the organization, which in turn consists of two distinctive parts: core value, a system of guiding principals and tenets; and core purpose, the organiz- ation’s most fundamental reason for existence. The envisioned future consists of two parts: a 10-30-year audacious goal plus vivid description of what it will be like to achieve the goal (BHAG:Big, Hairy, Audacious, Goals) Additional 2018-1-13 Additional 2018-1-13 核心价值观是企业的重要信条 默克公司： 公司的社会责任； 公司在所有方面都绝对优异 创新以科学为基础 诚实和正直 利润，但利润应该来 自于对人类的贡献 索尼公司： 弘扬日本文化，提高国家地位 成为时代先锋——不追随别人；做不可能的事 鼓励个体的能力和创造力 Additional 2018-1-13 Additional 万科 愿景：成为中国房地产行业领跑者核心价值观：创造健康丰盛的人生 绿城集团 核心价值观：真诚、善意、精致、完美 义乌海洋酒店 愿景：创建“家外之家”（create a warm home away from home for our gu