Establishing Organizational Direction: Mission And Objectives

Every organization, regardless of its size, needs to find its place its general, operating and competitive environments. Moreover, in order to create the fit - to survive and prosper - firms must answer the following questions:

  • What is our business?
  • Who is the customer?
  • What will our business be?
  • What should our business be?

These questions involve three key components that comprise the process of giving direction and performing the entrepreneurial function:

  • Defining the organization's purpose and mission.
  • Establishing objectives.
  • Formulating a strategy to achieve the objectives.

This chapter explains the role of mission in the strategic management process and provided guideline for identifying objectives.

Organizational Mission

Mission and a sense of mission are important to business success because they help organizations to move in a united direction, make consistent decisions and strategies, and harness the skills and commitment of the work force.

Every kind of organized operation has-or at least should have purpose or mission. Moreover, an answer to the first question requires a consideration of the purpose and mission definition of business activities the firm pursues. The more so as, in every social system, enterprises have a basic function or task is assigned to them by society.


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Establishing Organizational Direction: Mission And Objectives
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