旅游企业战略管理(双语)4.docxVIP

— PAGE \* Arabic 1 — 旅游企业战略管理(双语)4  Direction  definition, vision and enterprise strategy Mission:  does, and why it exists.  Vision:  future.  Enterprise Strategy:  vision, and values (including ethics). What Patagonia  Queensland Events, Gold Coast Sea Shepherd Conservation Society Banyan Tree Dive Centre -  Why have them?  What is in one?  What makes a good one?  Statements General conceptions of the desirable goals, or  Heaven on the Planet, Ekas  Why does the organisation exist?  Influence in setting corporate objectives  Industry Domain, scope Market position Core values, beliefs Key stakeholders Broad objectives  Clearly written  Relevant  Current  Positive tone  Individuality  Enduring  Adapted to target audience  A mission statement reflects what an organisation  A vision statement is a forward-looking view of what the organisation  Sometimes, a vision statement is incorporated into the mission statement  Facilitate design of  organisational  values  Develop policies,  strategies and structure  Create an environment for  organisational  Serve as a steward for the  organisation  “not only choose the basic mission and environmental context in which  Stakeholder management Stakeholder legitimacy  Effective stakeholder management  Enterprise strategy Organisational  Ideally, enterprise strategy and Ethical dilemmas Increasing ethical behaviour