Page 13 - E2 Integrated Workbook STUDENT 2018
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Strategy and the rational/formal approach
Mission
4.1 Definition
A mission is a broad statement of the overall purpose of the business
and should reflect the core values of the business. It will set out the
overriding purpose of the business in line with the values and
expectations of stakeholders. Johnson and Scholes
4.2 Key questions answered by a mission statement
Why do we exist?
What are we providing?
For whom do we exist?
4.3 Purpose of a mission statement
To communicate to all the stakeholder groups.
To help develop a desired corporate culture by communicating core values.
To assist in strategic planning.
“A good mission statement gives your employees a reason to get out of bed in the
morning”
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