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. © 1991.