x In large, bureaucratic, multinational, multiproduct, multi-divisional
organisations: may be difficult to remember what the cause is.
x One of the jobs of strategic managers is that they have to make it very clear
o Example: Cliff Fletcher situation(Toronto Maple Leafs)
x Strategic managers as bus drivers
o A bus driver is someone who sits at the front of the bus, when you get
on the bus you ask if it is going to montreal, he says yes it will be
has to a have a plan on how to get there.
x A Good senior manager is someone who can turn to everyone underneath
Essential that Senior Management of organisations establish and communicate
"If you don't know where you're headed, you'll never get there"
This has led to concept of: "Business Mission"
i.e the businesses, long-term, over-arching direction
Increasingly, businesses broadcast their "Mission Statement"
An organisation's statement of how it will achieve its purpose.
i.e. "Where are we going....?"
Usually define the firm's business activities, in terms of basic product or services,
primary customer groups, market need, technological field or some combination of
A Mission Statement should:
1) define what the organisation is and what it aspires to be
2) distinguish an organisation from all others
3) serve as framework for evaluating both current and prospective activities