MGMT 7: Evaluating Vision and Mission Statements in Business Context

This assignment is a discussion post that analyzes the vision and mission statements of various companies, drawing on the research article by Kopaneva and Sias (2015) which explores the disconnect between organizational and employee perceptions of these statements. The assignment examines the effective elements and shortcomings of vision statements, using examples from Wells Fargo, Hilton Hotels Corporation, and BASF. It highlights how companies like Hilton focus on customer needs to foster loyalty, while also pointing out the potential for vagueness and lack of forward-thinking in vision statements. The assignment emphasizes the importance of flexible and easily communicated visions that align with both company goals and employee perspectives, and how the lack of a graphic representation can affect the brand image of a company. References include Carton, Murphy & Clark (2014), Papulova (2014), and Tanković (2013), which offer additional perspectives on the formulation and impact of vision and mission statements in the business environment.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author note

1MANAGEMENT
Part 1
Article- Kopaneva, I., & Sias, P. M. (2015). Lost in translation: Employee and
organizational constructions of mission and vision. Management Communication Quarterly,
29(3), 358-384.
The main aim and purpose of the respective article is to understand the different kinds of
effective elements along with the shortcomings of the vision statement of the companies. In
applying the vision statement by the companies, it has been identified that the main disadvantage
is relating to the failure of the unrealistic goals that affected the brand image of the company as
they would not be able to deliver the desired promises which have been made by them to
customers (Carton, Murphy & Clark, 2015). On the contrary, the vision and mission of the
companies play essential role in managing the strategic objectives of the company appropriately.
The visions are required to be focused which will be helpful for meeting the future goals.
From the article, the authors have commented that the leaders of the company follow the
different organizational mission and vision ignoring the different visions of their employees. In
addition, the visions which are set by the leaders are not realistic and there are times when the
vision becomes inflexible in nature (Papulova, 2014). As argued by Kopaneva and Sias (2015),
the visions are the essential approach in the organization, as it will be flexible and easy to
communicate to the employees that will be met by the company and the employees in a positive
manner.
For instance- The vision of Hilton Hotels Corporation is to deliver the clients with
innovative products and services. Therefore, it can be concluded that vision is flexible and

2MANAGEMENT
focused in nature. On the other hand, there is no graphic available in nature which is ineffective
in nature.

3MANAGEMENT
References
Carton, A. M., Murphy, C., & Clark, J. R. (2014). A (blurry) vision of the future: How leader
rhetoric about ultimate goals influences performance. Academy of Management
Journal, 57(6), 1544-1570.
Kopaneva, I., & Sias, P. M. (2015). Lost in translation: Employee and organizational
constructions of mission and vision. Management Communication Quarterly, 29(3), 358-
384.
Papulova, Z. (2014). The significance of vision and mission development for enterprises in
Slovak Republic. Journal of Economics, Business and management, 2(1), 12-16.
Tanković, A. Č. (2013). Defining strategy using vision and mission statements of Croatian
organizations in times of crisis. Economic Research-Ekonomska Istraživanja, 26(sup1),
331-342.

4MANAGEMENT
Appendix of Posting
Abstract
The article discusses the research on mission and organizational vision of the company
which is primarily centered to the different demands of the leaders present in the organization.
The leaders in the companies neglect the different vision provided by the employees which
demotivates them and it affects the morale of employees (Kopaneva & Sias, 2015). Moreover, it
can be identified that the vision are not always flexible and there is no such graphics that affects
brand image of the company.

5MANAGEMENT
Part 2
Particulars Effective Aspects Shortcomings
Wells Fargo
The main vision of the company
is to provide the different
customers with the needs which
are financial in nature and it is
affecting the different growth of
the company in the respective
business environment. The
company aims in providing them
support financially and make
them succeed financially in the
entire competitive business
environment as well. In addition,
the other aim of the company is
to understand the financial needs
and become the premium
financial provider of the
company that will be appropriate
for the growth of the company in
Easy to Communicate as the
different services which are
offered are flexible and it is
approachable in nature as well
The vision of the company is
feasible and it helps in the overall
management of the company
It is vague as the company is not
clear regarding the different
services which will be provided
by them
It is not forward looking in
nature and it is too broad to be
achieved by Wells Fargo
Company as well.

6MANAGEMENT
comparison to the other
competitors.
Particulars Effective Elements Shortcomings
Hilton Hotels Corporation
The main vision of the
company is to understand the
different needs of the
customers along with meeting
their needs to be the number
one hotel in the market. They
are consistently delivering the
best services which will be
appropriate for them in
becoming innovative and
strengthen the loyalty towards
customers.
Focused in nature as they are
constantly trying to make the
customers feel they are the
most important asset of the
company
Flexible in nature in managing
the different activities
appropriately
It is easy to communicate and
it will be helpful for managing
demands of customers
Graphic is not effective in
nature and it affects the brand
image of the company
It is too reliant as at times it is
not specific relating to the
different kinds of products and
services which are delivered
by them
Particulars Effective Elements Shortcomings
BASF
It is the chemical company
wherein the main focus of the
company is to understand the
different needs of the company
The graphic is strong as it helps
in creating market positions in
the market
It is easy to communicate to the
It is too broad
It is not inspiring in nature for
the different customers present in
the market

7MANAGEMENT
which helps in managing the
different issues effectively
different customers It is not forward looking