As for many other terms in this book, there are no generally accepted definitions, or even views, about the business concept, also referred to as “mission” (Viardot 1995). The confusion is well documented through a study at Ashridge Management College: “A major problem is that the mission has become a meaningless term — not two academics or managers agree on the same definition. Some speak of mission as commercial evangelism, others talk about strong corporate cultures and still others talk about business definitions. Some view mission as an esoteric and somewhat irrelevant preoccupation which haunt senior managers, while others see it as the bedrock of a company’s strength, identity and success — its personality and character” (Campbell and Yeung 1995).
KeywordsProduct Innovation Market Orientation Steam Locomotive Loan Application Business Concept
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