Abstract
M.Comm.
Vision and mission are often incorrectly seen as synonyms. In this study the vision
and mission are defined separately. A vision is defined as a dream of an ultimate goal
of the organisation in the future. This must be a clear and specific image or word
picture that requires imagination. The vision must become ideology and summarise
the core values of the organisation. A mission is defined as the type of business that
the organisation is carrying out. It says why the organisation has a right to exist and
the immediate goal of the organisation. A vision and a mission have definite advantages for the organisation. Some of the advantages are an ultimate and an immediate goal to strive for. A vision helps employees to decide if its actions are correct or incorrect. A mission gives employees responsibility and the employees' performance can be measured against it. There are certain requirements a vision and a mission have to meet. The joined requirements are it must inspire, motivate and energise the employees. Secondly, management with the input of the employees must formulate it. Thirdly, the vision and the mission must be shared with all the employees to ensure goal concurrency. Fourthly, the vision and mission must be positive. Lastly, it must encourage
employees to think long term. Vision specific requirements are it must be a leap in the future, specific and understandable to all the employees, unique and original, timeless, something worth the organisation's while, make sense in the market and create a environment of risk taking and experimentation. Mission specific requirements are it must describe the type of business clearly, must be in line with the external environment, state the right to exist, help with the allocation of resources, lead by the vision of the organisation and persuade employees emotionally to achieve the mission. The mission should include a ten to thirty year goal against which employees performance can be measured...