CH 2 Review - mission statement(p 43 similarenterprises,...

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mission statement (p. 43) An enduring statement of purpose that distinguishes one organization from other  similar enterprises, the  mission statement  is a declaration of an organization’s  “reason for being.” It answers the pivotal question “What is our business?” A clear mission statement is essential for effectively establishing objectives and  formulating strategies. Sometimes called a  creed statement , a statement of  purpose, a statement of philosophy, a statement of beliefs, a statement of business  principles, or a statement “defining our business,” a mission statement reveals  what an organization wants to be and whom it wants to serve. All organizations  have a reason for being, even if strategists have not consciously transformed this  reason into writing.  vision statement (p. 45) The  vision statement  answers the question “What do we want to become?” Many 
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