Session_3_9-20-10_

Session_3_9-20-10_ - M GM T 670 Session 3: Goals and M...

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MGMT 670 Session 3: Goals and Mission External Environment
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Strategic Intent Mission and official goals based on the appropriate alignment between the organization and its external environment and internal strengths “Organization’s energies and resources are directed toward a focused, unifying, and compelling overall goal.” (p.60)
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Aim of strategic intent is to achieve a sustainable competitive advantage To set the organization apart from others Distinctive edge in delivering service and or products Some organizations may have a unique core competence
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Organizational Goals and Mission Official Goals: Guiding principles stated in their annual report & other documents Mission: purpose, philosophy, and reason for existence. Vision: what the organization can become in the future; idealized future goals At times some define Mission and Official Goals as the same.
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The mission statement communicates legitimacy to internal and external stakeholders Mission statement communicates to different stakeholders: prospective employees, customers, investors, suppliers, and competitors Shift from pure financial to include other values
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Mission Statements Google : “Google’s mission is to organize the world’s information and make it universally accessible and useful.” Yahoo! : To connect people to their passions, communities, and the world’s knowledge.
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More Mission Statements Jetblue: “Jetblue has a set of core values rather than a mission statement: safety, caring, integrity, fun, passion.” Delta: “Our vision is for Delta to be the worldwide airline of choice.” Virgin America: “Our goal is to make flying good again.”
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Apple’s Mission Statement Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market
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Palm Inc. At Palm, we’re focused on creating instinctive yet powerful mobile products that enable people to better manage extraordinary lives on the go. Our goal is to deliver products that implement technology in a truly useful way. We innovate. We create and define categories. Expect not just more, but better. Not just faster, but more useful.
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Facebook "Facebook's mission is to give people the power to share and make the world more open and connected.“ 2008: "Facebook helps you connect and share with the people in your life."
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Amazon.com Mission Statement No formal mission/vision statement, however, Amazon.com offers the following:
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This note was uploaded on 09/07/2011 for the course MGMT 670 taught by Professor Staff during the Spring '11 term at S.F. State.

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Session_3_9-20-10_ - M GM T 670 Session 3: Goals and M...

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