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Implementing the Corporate Mission

Implementing the Corporate Mission


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About the Book

Inhaltsangabe: Problemstellung: Unternehmensleitbilder (englisch: Corporate Mission Statements) sind in den vergangenen beiden Dekaden sehr populär geworden bei amerikanischen, aber auch europäischen Unternehmen. Das Unternehmensleitbild ist quasi das Glaubensbekenntnis eines Unternehmens: es beantwortet die grundlegenden Fragen warum das Unternehmen existiert, welche langfristige Strategie es verfolgt, für welche Werte es einsteht und welche Geschäftphilosophie es vertritt. Das Leitbild gibt die interne wie auch externe Orientierung des Unternehmens vor, es wirkt sich auf jede Entscheidung im Unternehmen aus. Der Wert eines sauber formulierten und umsichtig implementierten Unternehmensleitbildes ist inzwischen unumstritten. Insbesondere gilt dies in Situationen der Krise, der Veränderung und des Wachstums eines Unternehmens. Aber auch in einer relativen stabilen Umwelt ist das Leitbild ein entscheidender Orientierungs- und Identifikationspunkt, der zu einem wichtigen komparativen Wettbewerbsvorteil führen kann. Diese Arbeit analysiert die aktuelle angloamerikanische Literatur, bezieht jedoch wichtige deutschsprachige Autoren mit ein. Basierend auf der Literaturaufarbeitung wird ein sehr praktisch angelegtes Modell zur Formulierung, Generierung und Implementierung des Unternehmensleitbildes entwickelt. Dieses Prozeßmodell ist umfassend angelegt und gleichzeitig einfach auf jeden Unternehmenstyp übertragbar. Diese praxisnahe Arbeit wurde im Juli 1994 als Abschlußarbeit des MBA-Studiums des Autors an der Azusa Pacific University / Los Angeles mit A+ bewertet (A+ ist die best-mögliche Note im amerikanischen Benotungssystem). Im Dezember 1994 wurde sie vom Lehrstuhl für Marketing an der Westfälischen-Wilhelms-Universität von Herrn Prof. Meffert anerkannt und nach deutschen Kriterien als Diplomarbeit mit der Note 2,7 bewertet. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Introduction1 1.1.Background of the Study1 1.2.Focus of this Study2 1.2.1.CMS in the Strategi


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Product Details
  • ISBN-13: 9783838619859
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3838619854
  • Publisher Date: 20 Dec 1999
  • Height: 210 mm
  • No of Pages: 132
  • Series Title: English
  • Weight: 231 gr


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