Department of Management Studies

MBA SEMESTER III

Course Title: Strategic Management
Course Code: MBA 301

Envisioning and Mission

:Prof. (Dr.) Neeraj Sharma

{(Ph.D (IIT Roorkee) ; PGDM(IIM Shillong); NET(UGC); JAIIB & CAIIB (IIBF);BE(Dr. B.R. Ambedkar University)}

Department of Management Studies

Graphic Era (Deemed to be University), Dehradun
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 Learning Objectives
• Describe and exemplify the concept of Core Ideology
• Describe and exemplify the concept of Envisioning
• Describe and exemplify the concept of mission

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 Core ideology and envisioned future
• The core ideology defines the enduring
character of an organisation that remains
unchangeable as it passes through the
vicissitudes of vectors such as technology,
competition or management fads.

• The envisioned future too consists of two

components: a 10 - to - 30 years audacious
goal and vivid description of what it will be
like to achieve that goal.
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 The Process of Envisioning

Well-conceived vision

Core ideology Envisioned future

Core values Long-term audacious goals

Core purpose Vivid description of
achievement

Source: J. Parikh and F. Neubauer : Corporate Visioning

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 Vision of Graphic Era(Deemed to be University)
Dehradun

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 Vision of Facebook

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 The Benefits of having a Vision
• Good visions are inspiring and exhilarating.
• Vision represent a discontinuity, a step function, and a
jump ahead so that the company knows what it is to be.
• Good visions help in the creation of a common identity and
a shared sense of purpose.
• Good visions are competitive, original, and unique. They
make sense in the marketplace as they are practical.
• Good vision fosters risk taking and experimentation.
• Good vision fosters long-term thinking.
• Good visions represent integrity- they are truly genuine and
can be used to the benefit of people.

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 Mission
• Thompson (1997) defines mission as the
"essential purpose of the organization,
concerning particularly why it is in existence,
the nature of the business(es) it is in, and the
customers it seeks to serve and satisfy".

• Hunger and Wheelen (1999) say that mission

is the "purpose or reason for the
organization's existence".
J. L. Thompson: Strategic Management: Awareness and Change, (3rd ed.) (London: International Thomson
Business Press) 1997, p.6; J. D. Hunger & T. L. Wheelen: Strategic Management, (Reading, Mass.: Addison
Wesley Longman), 1999, p. 10.

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 Characteristics of mission statements
• It should be feasible
• It should be precise
• It should be clear
• It should be motivating
• It should be distinctive
• It should include major components of
strategy
• It should indicate how objectives are to be
accomplished
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 Thanks….

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EIBP 10