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Student Learning Objective 3

Recognize the role of management in total quality management

Learning Objective B

Compare the mission and vision statements of organizations with Collin's BHAGs (big, hairy, audacious goals)

Content

Mission and vision statements are important components of a company's culture. In addition to the textbook material, read Collin's material on BHAGs (big, hairy, audacious Goals). Resources for Learning Objective B are provided below:

  1. Excerpt from Collin's Built to Last (Chapter 5)

Slide 9: Vision Statement

  • Statement that tells what the organization wants to become, and its reason for existing
  • Everything about the organization should support the realization of the vision
  • Characteristics of a good vision statement:
    • Easily understood,
    • Brief, but comprehensive,
    • Challenging, yet attainable,
    • Stirs excitement,
    • Creates unity of purpose,
    • Not concerned with numbers,
    • Sets the tone.

Slide 10: Amazon's Vision Statement

Amazon's vision statement is "To be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online." This vision statement underscores the organization's main aim of becoming the best e-commerce company in the world. The following components or characeristics are emphasized in Amazon's vision statement:

  1. Global reach
  2. Customer priorization
  3. Widest selection of products

Source: Link to Amazon's Vision Statement

Slide 11: UTRGV's Vision Statement

To be one of the nation's leaders in higher education, its premier Hispanic-serving instituion, and a highly engaged bilingual university, with exceptional educational, research, and creative opportunities that serve as catalysts for transformation in the Rio Grande Valley and beyond.

Source: Link to UTRGV Vision Statement

Slide 12: Mission Statement

  • The mission takes the next step and describes who the organization is, _what" it does, and _where" it is going
  • Rules of thumb:
    • Describe the who, what, and where of the organization, making sure the who components describes the organization and its customers,
    • Be brief, but comprehensive. Typically one paragraph should be sufficient to describe an organization's mission,
    • Choose wording that is simple, easy to understand, and descriptive,
    • Avoid how statements. How the missio nwill be accomplished is described in the "Strategies" section of the strategic plan

Slide 13: Amazon's Mission Statement

Amazon's mission statement is as follows: "We strive to offer our customers the lowest possible, prices, the best available selection, and the utmost convenience." This mission statement promises an attractive e-commerce service to satisfy customers' needs. The following components or features are identifiable in Amazon's mission statement:

  1. Lowest prices
  2. Best selection
  3. Utmost convenience

Source: L>ink to Amazon's Vision Statement

Slide 14: UTRGV's Mission Statement

To transform the Rio Grande Valley, the Americas, and the world through an innovative and accessible educational environment that promotes student success, research, creative works, health and well-being, community engagement, sustainable development, and commercialization of university discoveries.

Source: Link to UTRGV Mission Statement

Slide 15: BHAG Notable Examples

Notable examples: + JFK's Moon Challenge: This nations should commit itself to achieve the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth + Microsoft: A computer on every desk and in every home + AIESEC: Engage and develop eery young person in the world + SpaceX: Enable human exploration and settlement of Mars + Blackpool FC: Reach English Premier League + Google: Organize the world's information and make ti universally accessible and useful + Hong Kong Broadband Network: Be the largest IP provider in HongKong by 2016 + SolarAid: To eradicate the keosene lamp from Africa by 2020 + Gift of Life Marrow Registtry: To cure blood cancer through marrow donation by ensuring a match for every patient in need, whenever they need one + Volve: By 2020 no one should be killed or seriously injured in a new Volve + Feedin Everyon No Matter What: Prevent Starvation even if the sun is blocked by Nuclear Winter, Volcanic winter or Impact Winter

Note: These examples were taken from an expired Wikipedia article. A screen caption of the article is provided in the Appendix.

Appendix: Screen Capture of Wikipedia's BHAG Notable Examples

bhagWikipedia