A recipe for mission and vision statements
Journal of Marketing Practice: Applied Marketing Science
ISSN: 1355-2538
Article publication date: 1 September 1997
Abstract
Introduces a method to enhance existing mission and vision statements. The format of the initial statement is changed to (1) suggest an action, (2) identify this action only vaguely, and (3) include a social categorization. Discusses some consequences of the Unifying Action Declarations, including examples from experiential group events and from a high tech consulting firm. The resulting “Unifying Action Declarations” allow leaders to use group formation forces to help motivate task performance.
Keywords
Citation
Tarnow, E. (1997), "A recipe for mission and vision statements", Journal of Marketing Practice: Applied Marketing Science, Vol. 3 No. 3, pp. 184-189. https://doi.org/10.1108/EUM0000000004386
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited