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Strategic Leadership and the Five Compass Model

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Choose an organization, and apply the Five Compass Model of Strategic Leadership to that organization. For background on the 5 Compass Model, see:

Wilson, I. (1996). The 5 compasses of strategic leadership. Strategy and Leadership, 24(4), 26-31. (see attached PDF)

1. After selecting a for-profit or not-for-profit organization that is of interest to you, analyze the organization's vision and mission statements against the criteria for meaningful statements, revising the statements as required.

Provide the name and website address of your chosen organization.

Locate and write down the organization's mission and vision statements.

Critique each of the foregoing statements against the criteria included in the Background readings and/or the criteria you developed for the Case assignment. Note: Organizations have a tendency to combine their mission and vision statements; therefore, you may need to decide whether a given statement is a mission statement or a vision statement. Be sure to back up your critiques with research that appropriately supports your analysis.

Rewrite the vision and mission statements in the proper format for vision and mission statements.

In the context of the criteria for "good" vision and mission statements, defend the adjustments/changes you have made to the statements.

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Solution Summary

This posting explains the mission statement and vision statement of a Fortune 500 company.

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The Name of my organization is Amazon and the website is :
https://www.aboutamazon.com/about-us

The mission and vision of Amazon are not explicitly written on its webpage, however, it can be surmised that the vision and mission of Amazon are as follows.

Vision Statement:
"Our vision*is to be earth's most*customer-centric company; to*build a place where people*can come to find and discover*everything they might want to buy online".

Mission Statement:
"To service*consumers0through online and-physical stores*and focus on-selection, price, and convenience".
Critique of the statements against the criteria I developed for the case assignment.

Vision Statement:
"Our vision is to be earth's most customer-centric company; to build a place where people can come to find and discover everything they might want to buy online".

Clear and brief: The vision statement is brief and a reasonable person may not get bored by the Amazon vision statement. However, it is not clear how Amazon will become a customer-centric company. Some readers of the vision statement may not know the exact meaning of customer-centric.

Challenging: Both the sentences in the vision statement are challenging, becoming the most customer-centric company is challenging, and helping people find and discover everything they might want to buy online is also challenging.

States the purpose of the organization: The vision statement does not state the purpose of Amazon which is to build an e-commerce business, cloud computing, artificial intelligence, and digital streaming. The vision statement does not even say that Amazon is an online store.

Has a future focus: The vision statement of Amazon has a future focus. It wants to ...

Solution provided by:
Kasim Johar, MBA
Education
  • MBA, Indian Institute of Social Welfare and Business Management
  • BSc, University of Calcutta
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