Discuss the idea that mission may not necessarily be the first step in the strategic man
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It is clear that mission and corporate strategy (or corporate planning) coexist in companies. They are tools used by managers to improve the firm’ performance and welfare. According to David & David(2003), “companies should prepare mission statement and business strategy that enhance their organisations’ performance”. The purpose of this assignment is to discuss the role that should be given to the mission by the managers. What is the contribution of the mission to the corporate planning? Even if both parties agree on the general definition of the mission, they disagree on its role.
John Argenti is not the only author to think that corporate planning process should be prior the mission. Rees and Porter (2006) explain that some companies have a mission statement which are more aspirational rather than realistic statement of what can and should be attempted. Such statements may be particularly unrealistic about organisational control of the external environment and also about the capacity of organisations to achieve the goals that they set. “Consequently, mission statements are not always a useful reference point for the development of corporate strategy”.
