Identity, Vision and Mission Statements
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Category:
Marketing
Subcategory:
Mission, vision
Level:
Academic
Pages:
4
Words:
635
The identity, vision and mission statements of a product must be linked to the visualization and articulation of the needs that it intends to achieve as well as its character and ethos. Often, a careful balancing act should be performed. Supercilious statements of idealism can promote cynicism; however, it is important to that the product constructs a shared picture of what it stands for and where it ought to be. A recognition and resolution of the tensions are a fundamental part of success and will be dependent on the appropriateness of the statements prepared and how the company or just the product is communicated. Say that the mission is to lift the spirits of the users of this technology (product), while the vision of the product is becoming world number one provider of the product. Mission Mission, vision, and identity statements are never permanent and absolute and it is foreseeable that what one company may perceive as vision, another may consider it as an identity. Similarly, the contents of one company's mission statement may bear striking resemblance to another company's identity set. According to Leeuwen, Winkel, & Dijkstra (2007), a company’s mission statement should embody the philosophies, objectives, dreams and much more of the product. People who disregard the creation and purpose of mission statements argue that the mission of companies are communicated in the products, and hence they self-evident. However, the gap in this argument is already bear since different companies pursue different ideologies even if they are dealing with the same line of products. For instance, “Google’s mission is to organize the world's information and make it universally accessible and useful; on the other hand, Yahoo’s mission is to connect people to their passions, communities, and the world's knowledge[ CITATION Wha16 \l 1033 ].” Vision and Identity A vision complements and enhances the mission by providing a depiction of where the hope sh...
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