Creating a sense of mission.
Mission is still a relatively neglected area of management, and there is no clear agreement on what it encompasses. The Ashridge Strategic Management Centre conducted a 2-year research project designed to fill this gap. The research found that if mission is more clearly defined it can be managed better, and developed a model of mission that includes four elements--purpose, strategy, behaviour standards and values. The project identified companies where, in addition to strong links between these elements, employees also showed an emotional commitment to their company which Campbell has called a 'sense of mission'. This commitment was deepest when there was a match between the employee's values and the company's values.
Campbell
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Ashridge Strategic Management Centre, London.
Yeung
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D003625:Data Collection; D005069:Evaluation Studies as Topic; D007221:Industry / Q000458:organization & administration*; D008962:Models, Theoretical; D015279:Organizational Culture; D009937:Organizational Objectives; D010558:Personnel Loyalty; D010934:Planning Techniques; D006113:United Kingdom