企業(yè)戰(zhàn)略管理2(2)(完整版)
【正文】 ision and Mission statements in the text (one example per group) 檢查課本中的目標和任務陳述（每個小組一個范例） ? Compare the statements with the list of Essential Components in the text 用課本中所列的基本要素與陳述進行比較 Developing Vision amp。 Mission: McGinnis認為目標和任務： ? Define what the anization is 對企業(yè)進行定義 ? Define what the anization aspires to be 表明企業(yè)的追求 ? Are broad enough to allow for creative growth 足夠廣闊允許創(chuàng)造性增長 ? Distinguishes anisation from all other 將本企業(yè)與其他企業(yè)相區(qū)別 ? Serve as framework to evaluate current activities amp。 Mission 目標（愿景）和任務（使命）特征 Effective vision amp。 effective! 短而有效是最好的 Vision needs to be attractive and inspiring. 愿景應該是有吸引力且振奮人心的 Vision amp。 。 Mission 目標和任務（愿景和使命）的重要性 Although research results mixed, business with formal vision and mission statements indicate 盡管研究結果是多種多樣的，擁有正式目標和任務（愿景和使命）陳述 的公司顯示： ? 2X average return on shareholder‘s equity 是平均股東權益報酬的兩倍 ? Positive relationship to anizational performance 與企業(yè)績效之間的保持正向關系 ? 30% higher return on certain financial measures 在某些財務指標方面的收益要高出 30％ Strategic business case 戰(zhàn)略企業(yè)案例 ? The manner in which business addresses the triple bottom line agenda can enhance or undermine 企業(yè)對于三條底線議程的態(tài)度可以增強或破壞： – its reputation, 企業(yè)的名譽 – brand equity, 品牌權益 – risk profile, 風險特征 – innovation, 創(chuàng)新 – productivity, 生產力 – efficiency, 效率 – access to capital, 使用資金 – licence to operate and 經營許可，及 – ability to attract and retain talent. 吸引和留住人才的能力 ? Through these it can have a material impact on the pany‘s longterm shareholder value and success 這樣就對企業(yè)的長期股東的價值和成功造成了實質性的影響。 future orientation 動態(tài)和未來導向 Exercise 3 練習 3 ? What are the values of your family? 你們家族的價值觀是什么？ ? How did you learn your family values? 你是如何知道家族價值觀的？ ? Share experiences in the group 跟小組成員分享你的經驗 ? How might this be relevant to business? 這與商業(yè)有什么關系？ ? Select one example to share with the class 選擇一個例子與全班同學分享 Customer Orientation 顧客導向 Good vision amp。 Mission 目標（愿景）和任務（使命）特征 Effective vision amp。 mission needed before any alternative strategies formulated or implemented 在制定或實施任何替代戰(zhàn)略之前必須要有明確的目標和任務 ? Needs as broad range of participation as possible including workforce and other key stakeholder
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