Home | Business News | Browse by Publication | C | Chartered Management Institute: Checklists: Marketing Strategy

Producing a corporate mission.

Article Excerpt
Introduction

This checklist is for senior managers who have the task of establishing a sense of mission within their organisation. This may include implementing a cultural change and writing a mission statement.

In this checklist a corporate mission or vision is taken to mean a description of the road ahead. It describes the purpose of the organisation, identifies how an organisation defines success, outlines the strategy that will be followed to achieve success and incorporates the shared values and behaviour that the organisation expects from employees.

The corporate mission may be known as a corporate philosophy, a credo or a set of values. Whatever it is called, it should combine the inspiration of where we are going with the realities of where are we now and how are we going to get there. The process of developing a corporate sense of mission incorporates such techniques as strategic planning, developing a corporate culture, internal communication and empowerment. It involves writing a mission statement and it is from this that appropriate goals and targets can be set for individual business units and departments. Strategic planning and objective-setting are the subject of separate checklists.

A mission statement does not create a sense of mission. Employees must feel that they are part of the process and they will respond to a mission statement only if they can understand it, relate to it...

View this article FREE - Now for a Limited Time, try Goliath Business News
Free for 3 Days!