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Creating a sense of mission
1Ashridge Strategic Management Centre, London.
Long Range Planning
|July 8, 1991
Summary
A clearly defined company mission, encompassing purpose, strategy, behavior standards, and values, can be better managed. Emotional commitment, or a
Area of Science:
- Management Science
- Organizational Behavior
Background:
- Company mission is an under-researched area in management.
- There is a lack of consensus on the definition and scope of organizational mission.
Purpose of the Study:
- To address the gap in understanding and managing company mission.
- To develop a comprehensive model for organizational mission.
Main Methods:
- Conducted a 2-year research project.
- Identified key elements of mission and factors influencing employee commitment.
Main Results:
- Developed a four-element model of mission: purpose, strategy, behavior standards, and values.
- Found that a clear mission definition improves manageability.
- Identified 'sense of mission' as deep emotional commitment.
- Discovered that value alignment between employees and the company strengthens this commitment.
Conclusions:
- A well-defined mission is crucial for effective management.
- Fostering a 'sense of mission' through value alignment enhances employee commitment.
- The proposed four-element model provides a framework for managing organizational mission.