Page 91 -

CHAPTER 2 • THE BUSINESS VISION AND MISSION 57

Instructions
Step 1 Refer back to page 33, the Cohesion Case, for McDonald’s values statement.
Step 2 On a clean sheet of paper, write a one-sentence vision statement for McDonald’s.
Step 3 On that same sheet of paper, write a mission statement for McDonald’s.

Assurance of Learning Exercise 2C

Writing a Vision and Mission Statement for My University

Purpose
Most universities have a vision and mission statement. The purpose of this exercise is to give you
practice writing a vision and mission statement for a nonprofit organization such as your own
university.
Instructions
Step 1 Write a vision statement and a mission statement for your university. Your mission statement
should include the nine characteristics summarized in Table 2-4.
Step 2 Read your vision and mission statement to the class.
Step 3 Determine whether your institution has a vision and/or mission statement. Look in the front of
the college handbook. If your institution has a written statement, contact an appropriate admin-
istrator of the institution to inquire as to how and when the statement was prepared. Share this
information with the class. Analyze your college’s vision and mission statement in light of the
concepts presented in this chapter.

Assurance of Learning Exercise 2D

Conducting Mission Statement Research

Purpose
This exercise gives you the opportunity to study the nature and role of vision and mission state-
ments in strategic management.
Instructions
Step 1 Call various organizations in your city or county to identify firms that have developed a formal
vision and/or mission statement. Contact nonprofit organizations and government agencies in
addition to small and large businesses. Ask to speak with the director, owner, or chief executive
officer of each organization. Explain that you are studying vision and mission statements in
class and are conducting research as part of a class activity.
Step 2 Ask several executives the following four questions, and record their answers.
1. When did your organization first develop its vision and/or mission statement? Who was
primarily responsible for its development?
2. How long have your current statements existed? When were they last modified? Why
were they modified at that time?
3. By what process are your firm’s vision and mission statements altered?
4. How are your vision and mission statements used in the firm?
Step 3 Provide an overview of your findings to the class.