COLLINS & PORRAS - B uilding Your Companys Vision James...

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Building Your Company’s Vision James C. Collins and Jerry I. Porras say some companies that experience success have core values and purposes (basically core competencies) that are fixed, while the business strategies and practices of each company adapt to the changing business world. Companies that preserve core competencies are the companies that become leaders and achieve long-term performance. V I S I O N Enduring success depends on having same core values and a core purpose troughout the time and adapt business strategies and practices to the changing world. The ability to understand the difference requires a developed vision. Collins and Porras state that a company’s ability to change as the business world changes is very closely linked with a company’s vision. This vision is what provides the guidance for the core competencies a company perseveres and what a company pursues for the future. Jeff Bezos, CEO and founder of Amazon had a vision when he began Amazon. A well-conceived vision consists of two major components: - Core ideologies: What we stand (Core values) for and why we exist (Core purposes) - Envisioned future : What we aspire to become ( BHAG and Vivid Vision) Core ideology : Core ideology is the “enduring character of an organization.” It is an identity that makes a company different and a market leader. In fact, “it is more important to know who you are than where you are going for where you are going changes as the world around changes” . Core ideologies consist of core values and purposes, all which relate to a company’s core competence.
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This note was uploaded on 06/06/2010 for the course COMM 210 taught by Professor Islam during the Summer '08 term at Concordia Canada.

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COLLINS & PORRAS - B uilding Your Companys Vision James...

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