Is there a difference between a strategic vision and a mission statement? Please explain.
What will be an ideal response?
The defining characteristic of a strategic vision is what it says about the company's future strategic course-"the direction we are headed and the shape of our business in the future." It is aspirational. In contrast, a mission statement describes the enterprise's present business and purpose-"who we are, what we do, and why we are here." It is purely descriptive. Ideally, a company mission statement (1) identifies the company's products and/or services, (2) specifies the buyer needs that the company seeks to satisfy and the customer groups or markets that it serves, and (3) gives the company its own identity.
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