BU398 Chapter Notes - Chapter 2: Rogers Communications
BU398 – CHAPTER 2
THE ROLE OF STRATEGIC DIRECTION IN ORGANIZATIONAL DESIGN
• The priary resposiility of top aageet is to deterie a orgaizatio’s goals,
strategy, and design, there in adapting the organization to a changing environment
ORGANIZATIONAL PURPOSE
• MISSION: The organizations reason for its existence
o OFFICIAL GOALS: The formally stated definition of business scope and outcomes
the organization is trying to achieve; another term for mission
o MISSION STATEMENT: Communicates to current and prospective employees,
customers, investors, suppliers, and competitors what the organization stands
for and what it is trying to achieve
o VISION: Captures the core ideology and the envisioned future of the organization
• OPERATIVE GOALS: Descriptions of the ends sought through the actual operating
procedures of the organization; these explain what the organization is trying to
accomplish
o OVERALL PERFORMANCE: Profitability reflects the overall performance of for-
profit organizations. Other goals could be growth or output volumes
o RESOURCE GOALS: Pertain to the acquisition of needed material and financial
resources from the environment
o MARKET GOALS: Relate to the market share or market standing desired by the
organization
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