Lec 6

Mission & Goals

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 Mission
• The overall goal for an organization – the
organization’s reason for existence
• It describes an organization’s vision, its shared
values and beliefs, and its reasons for being
• Mission is sometimes called Official Goal
• Official goals are formally stated definitions of
business scope and outcomes the organization
is trying to achieve

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 Sample Mission Statement
1. That our PRODUCTS and SERVICES must enrich
people’s lives and enhance their relationships
2. That CREATIVITY and QUALITY – in our concepts,
products and services – are essential to our success
3. That our PEOPLE are our most valuable resource
4. That distinguished FINANCIAL PERFORMANCE is a
must, not as an end in itself, but as a means to
accomplish our broader mission
5. That our PRIVATE OWNERSHIP must be preserved

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 Organizational Guiding Values -
Sample
1. EXCELLENCE in all we do
2. ETHICAL and MORAL conduct at all
times and in all our relationships
3. INNOVATION in all areas of our
business as a means of attaining and
sustaining leadership
4. CORPORATE SOCIAL
RESPONSIBILITY to the city and to each
community in which we operate
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• We can envision what the company is
trying to create through its guiding values
and mission statements.

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 Operative Goals
• Operative goals describe specific
measurable outcomes and are concerned
with a short-run
• Operative goals pertain to primary tasks
an organization must perform

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 Operative Goals
Types:
• Overall Performance Goals
• Resource Goals
– these pertain to acquisition of needed material and financial
resources from the environment
– raw material
– human resources
• Market Goals
• Employee Development Goals
– training, promotion, safety and growth of employees
• Innovation & Change Goals
– new product/service development or production process
• Productivity Goals
– output achieved from inputs
– unit cost of production
– units produced per employee
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• Successful organizations use a carefully
balanced set of operative goals

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 Importance of Goals
Official Goals
• Legitimacy

Operative Goals
• Employee direction and motivation
• Decision guidelines concerning
organization structure, innovation,
employee welfare, or growth
• Performance criteria or standards
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• Recap

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