MBA 640 Conduct a Research

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Vision

Responsibility for articulating an organization's vision typically rests with the CEO and

leadership team. While a mission describes the present purpose of the enterprise, vision is

about a desired future. When done well, vision statements serve as a source of ongoing

inspiration for all stakeholders, helping them see what is possible if everyone commits and

performs optimally. In Vision, located in the Resources section below, Porterfield (2004)

explains more about the purpose of an organizational vision and vision statement as well

as how they should be developed and communicated.

Resources

Vision (http://ezproxy.umgc.edu/login?

url=http://sk.sagepub.com/reference/healthcaremanagement/n837.xml)

Collins and Porras (1991) examine the challenges of creating a single vision for large

multidivisional and geographically dispersed organizations. They write about how difficult

it can be for a leader to craft a compelling vision and how sometimes the resulting

statement ends up being more about mission than vision. In presenting their proposed

framework for vision creation, Collins and Porras emphasize the importance of agreement

about core values and beliefs, sharing examples that are as relevant now as they were

when their article was published.

Furthermore, an analysis of powerful vision statements led Kantabutra and Avery (2010, p.

3) to propose seven important characteristics:

conciseness

clarity

future orientation

stability

Learning Topic

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challenge

abstractness

desirability or ability to inspire

Consult UMUC's online library to find out out more about how a vision should be

developed, the appropriate role of leaders in formulating them, their relative importance

for organizational success, and other questions related to the development of an

organization's vision.

Namely, an organization’s vision statement should be powerful and serve as a compelling

source of inspiration for stakeholders.

References

Collins, J. C., & Porras, J. I. (1991). Organizational vision and visionary organizations.

California Management Review, 34(1), 30.

Kantabutra, S., & Avery, G. C. (2010). The power of vision: Statements that resonate.

Journal of Business Strategy, 31(1), 37-45. doi:10.1108/02756661011012769

Porterfield, R. (2004). Vision. In M. J. Stahl (Ed.), Encyclopedia of health care management

(pp. 586-586). Thousand Oaks, CA: SAGE Publications Ltd. doi:

10.4135/9781412950602.n837

Resources

Moving Mountains (http://ezproxy.umgc.edu/login?

url=http://search.ebscohost.com/login.aspx?

direct=true&db=f5h&AN=101982551&site=eds-live&scope=site)

11/23/2020 Vision

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Question 1

Briefly, what is the difference between an organization's mission and its

vision?

Show Answer

Question 2

Why is a vision statement important to an organization?

Show Answer

Question 3

Which one of the following is NOT a goal of an effective vision

statement?

conveys a broad sense of direction that unifies organizational

direction

expresses the principles that guide behavior within the organization

aids in changing organizational direction and the rationale for

redirection when internal resistance exists

provides executives with an opportunity for a clear, consistent

compass for resource justification and allocation

rallies and energizes employees and stakeholders

Question 4

Check Your Knowledge

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True or false: An organization's vision must be achievable, and the

strategies needed to accomplish that vision must be known.

True

False

Question 5

How should a vision statement be communicated?

Show Answer

Question 6

The following two vision statements belong to pharmaceutical

companies.

Which of these vision statements qualifies as most effective and

why?

In which of these companies would you want to invest, work, or

serve as a board member?

If your answer to the second question is different from the first you will

probably want to reflect on the reasons.

Company 1: Our vision is to be a trusted leader in changing the practice

of medicine.

Company 2: To make a difference in the lives of people globally through

our innovative medicines, vaccines, and animal health products. We are

committed to being the premier, research-intensive biopharmaceutical

company and are dedicated to providing leading innovations and

solutions for today and the future.

Show Answer

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