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Why

Do Visions Fail? Coherence in Strategic DirecXon


The walk doesnt Not the holy grail
match the talk Mission statements
An ideal future
Purpose of the company
Irrelevance irreconciled with the
Basis of competition and
Too much focus leads present
competitive advantages Mission statements
to missed More specific than vision
opportunities Focused on the means
by which the firm will
compete Hierarchy of Goals

1-25

BROAD VS NARROW BUSINESS


DEFINITION Determine an
organizaXons business
Determine an
organizaXons mission

Broad Narrow
Footwear Athletic footwear
Beverage Soft drinks
Fashion Handbag

_______To promote global mail delivery services to 1. Who are our customers?
all types of senders worldwide. 2. What customers needs are being
_______To handle overnight package delivery for saXsed?
o customers who have unplanned emergencies and 3. How are we saXsfying customer
needs?
tight deadlines.
28

ABELLS FRAMEWORK FOR Missions vs Strategic Visions


DEFINING THE BUSINESS

Definition
Who is being satisfied?
of Business
What is being satisfied? A ____ statement A ____concerns
focuses on a firms future
How are current business business path --
customer
activities -- who where we are
needs being
satisfied?
we are and what going
we do

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