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
