LBS Journal of Management & Research
Year : 2004, Volume : 2, Issue : 1
First page : ( 44) Last page : ( 59)
Print ISSN : 0972-5814.

Corporate conscious and conscience: A study of vision and mission

Verma Harsh V, Faculty Member

Faculty of Management Studies, University of Delhi, Delhi - 110 007

Two questions are vital in defining existence and the purpose thereof. These are ‘who am I’ and ‘where am I going’. In the early nineties, businesses awoke to the importance of defining corporate identity. This was to focus attention of the people driving the companies beyond the immediate short-term tactical orientation. Congruence between organizational identity and people identity is crucial in harnessing human potential. Strategy can drive logic but emotional commitment can come only when this matching takes place. This study was undertaken to find out the extent of usage, structure and content of mission and vision statements of Indian companies. The study discovered that a large part of companies do use mission and vision statements to direct people attention on identity and results issues. The contents analysis revealed that issues like concern for people, customer focus, quality orientation, financial returns, business leadership and concern for society and corporate citizenship were frequently occurring themes. Incorporation of these themes indicates that external developments do seem to impact corporate conscious and consciousness.

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