Operationalising vision and mission

Steven N French
School of Business, Southern Cross University, Coffs Harbour NSW

Stephen J Kelly
School of Business, Southern Cross University, Coffs Harbour NSW

Jennifer L Harrison
Senior Lecturer, Faculty of Business, Southern Cross University – Tweed Gold Coast Campus, Tweed Heads NSW, Australia

PP: 30

Abstract

This paper discusses an exploratory investigation into vision and mission, the starting points of the classical strategic planning process (Ginter, Rucks & Duncan 1985).

Constructs measuring vision and mission are identified, as well as three other items that are frequently cited in the literature as being critical for effective formulation and implementation of vision and mission statements (latent abilities, market focus and competitor focus).

It is argued that clearer definitions of these constructs and others discussed in strategic literature are a necessary step to allow empirical investigation into the interactions inherent in the strategic process.

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