Both vision and mission relate to a business’ purpose and are characteristically conveyed in a written form. Bart, Bontis, & Taggar (2001) note that a company’s vision and mission answers various questions including what the business is, what the organization values, and the direction that the company is headed. A clear definition of an organization’s vision and mission makes possible realistic and clear business objectives. Mission and vision make the foundation for work assignments, plans, strategies, and priorities (van Nimwegen, Bollen, Hassink & Thijssens, 2008). Additionally, an organization’s vision and mission statement influence the perceptions of stakeholders. Together, the vision and mission of business guides strategic development helps to communicate the company’s purpose to various stakeholders and informs the objectives and goals set to decide whether the plan is on track (Bart, Bontis, & Taggar, 2001).
As established, mission statements communicate an organization’s reason for being, including how the organization aims to serve its primary stakeholders. Investors, employees, and customers are the most often emphasized stakeholders, but additional stakeholders include communities and the government (Bart, Bontis, & Taggar, 2001).
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Established in 1909, the NCAAP (National Association for the Advancement of Colored People) was among of the most influential and earliest civil rights group within America ( history.com , 2009). During this period, the organization’s focus was on legal strategies fashioned to challenge the serious civil rights concerns ( history.com , 2009). Presently, NCAAP’s mission is to ensure that the economic, social, political, and educational equality of rights of every individual and to eradicate race-based discrimination. The organization’s vision is to warrant a society where people have similar rights minus bias, based on their race ( Encyclopedia Britannica, n.d).
References
Bart, C. K., Bontis, N., & Taggar, S. (2001). A model of the impact of mission statements on firm performance. Management Decision, 39 (1), 19–35.
NAACP - Facts & Summary - HISTORY.com . (2009). HISTORY.com . Retrieved 1 December 2017, from http://www.history.com/topics/naacp
National Association for the Advancement of Colored People (NAACP) | American organization . Encyclopedia Britannica . Retrieved 1 December 2017, from https://www.britannica.com/topic/National-Association-for-the-Advancement-of-Colored-People
van Nimwegen, G., Bollen, L., Hassink, H., & Thijssens, T. (2008). A stakeholder perspective on mission statements: an international empirical study. International Journal Of Organizational Analysis , 16 (1/2), 61-82.
