| Summary: | Every business strategy exists to achieve certain objectives. The global objective of business enterprises is to make new consumers or to create new values for customers (Drucker). For this purpose, every organization should choose its own unique strategic orientation, formulate a global strategy, and follow it.
The mission of a business organization is a global objective that has to be accomplished in purpose to succeed in certain business conditions (Radev, Borisov, 2009). The mission gives answers of the following questions: Who we are? What do we want to do? What is our role in the community?
The mission has several components – competitive advantage, the vision of how to use this advantage, and massage to customers.
The competitive advantage of an organization is something – a feature which helps costumers to recognize the organization among others. The meaning of competitive advantage is more sophisticated. The competitive advantage is dominated by certain business conditions. That means an adequate potential of knowledge, recourses, capabilities, experience, and motivation to use them in certain business conditions which give a unique chance to dominate the market. In the contextual meaning of mission, the business organization has to define its competitive advantage, how it is going to use it and what business ethics
|
|---|