Mission Mission represents the framework for the entire business , the values which drive the company and the belief that the company has in itself and what it can achieve. Mission has 2 diversities: strategic and philosophic. The strategy school views mission as a strategic tool, an intellectual discipline which defines the business’s commercial rationale and target market. It is perceived as first step in strategic management. It has to answer two fundamental questions: WHAT IS OUR BUSINESS and WHAT SHOULD IT BE? The second view that mission is a glue that enables to function as collective unity. This cultural glue consists of strong norms and values that influence the way people behave, how they work together and how they pursue the goals of the organization. Building a definition of mission
Link between personal and corporate values is a crucial aspect of mission. Employees are clear what is important and are happy to follow the standards and behaviours their company ask of them. Their way of working is not only personal satisfaction but also superior to that of competitors. A strong mission exists when the 4 elements of mission link tightly together , resonating and reinforcing each other

Purpose
What is the company for? Many of the companies do not even attempt about the nature of their overall purpose. There are 3 categories of ideas of purpose. 1) Satisfy shareholders. The purpose of this companies is to maximize wealth for shareholders. 2) Satisfy the stakeholders (costumers, employees, suppliers). A company that totally ignores its employees’ needs would soon find its labour cost soaring as it fought to stem the tide of rising employee turnover. 3) Satisfy higher ideals its a purpose to which all shareholders will feel proud contributing. Purposes aimed at a higher ideals seek to deny selfish interests which makes easier to bind the organization together.

Strategy To achieve a purpose in completion with other organizations, there must to be a strategy. Strategy provides the commercial logic for the company. If the purpose to be the best, there must be a strategy explaining principles around which company will become the best, also it will define distinctive competence or competitive advantage that the company has or plans to create. Strategy is ,therefore, an important part of mission because it links purpose to behaviour.

Policies and behaviour standards Purpose and strategy are empty intellectual thoughts unless they can be converted into action, into the policy and behaviour guidelines that help people to decided what to do on a day to day basis. When the firm want to be the best as a result it needs a behaviour standard that makes sure consultants help each other.

Values
Values are beliefs and moral principles that lie behind the company’s culture. Values give meaning to the norms and behaviour standards in the company and act as the right brain of the organization. Also it can provide a rational for
Behaviour that is just as strong as strategy.

There are 2 rationales that link purpose with behaviour. The commercial rationale or left-brain reasoning is about strategy and what sort of behaviour will help the company outperform competitors in its chosen arena. The emotional, moral and ethical rationale or right-brain reasoning is about values and what sort of behaviour is ethical: the right way to treat people, the right way to behave in our society.

Definition of mission includes both rationales linked together by a common purpose.
Creating a strong mission
A strong mission exist when the 4 elements mission-purpose, strategy, behaviour standards and value-reinforce each other. The whole has integrity . These companies have strong missions. Strong missions come, therefore, from a clear fit between the four elements in the framework.
A sense of mission
Is an emotional commitment. Some people feel this strong sense of mission but even in companies with very strong missions there are many people who do not feel an emotional commitment. A sense of mission occurs when there is a match between the values of an organization and those of an individual. People are searching for meaning and for opportunity. Recognizing the personal nature of a sense of mission is important because it has two implications. 1) No organization can possibly have all employees with a sense of mission 2) careful recruitment is essential .People’s values don’t change when they change companies. By recruiting people with compatible values, companies are much more likely to foster a sense of mission.

Mission and Vision
Vision refers to a future state, “a condition that is better, that what now exists”, whereas mission more normally refers to a present. Vision is a goal whereas mission is a way of behaving.

Mission is a more powerful concept than vision. It contains a purpose that is timeless ,avoiding the need to reassess the organization’s direction every time its objective achieved.