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Purpose, Vision and Mission- A clarification of fundamental concepts

Pers, Tina LU and Daura, Marianne LU (2012) BUSN29 20121
Department of Business Administration
Abstract
This thesis aims to clarify the three fundamental concepts of purpose, vision and mission. Although seen as very important concepts, they are often confused and not clearly defined and used in practice. With an extensive literature review and interviews with managers from different companies, this paper shows the interdependence of these concepts as well as its practical implications in regards to the business concept of brand orientation.
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author
Pers, Tina LU and Daura, Marianne LU
supervisor
organization
course
BUSN29 20121
year
type
H1 - Master's Degree (One Year)
subject
keywords
purpose, mission, vision, statement, brand orientation
language
English
id
2835555
date added to LUP
2012-06-27 11:34:17
date last changed
2012-06-27 11:34:17
@misc{2835555,
  abstract     = {This thesis aims to clarify the three fundamental concepts of purpose, vision and mission. Although seen as very important concepts, they are often confused and not clearly defined and used in practice. With an extensive literature review and interviews with managers from different companies, this paper shows the interdependence of these concepts as well as its practical implications in regards to the business concept of brand orientation.},
  author       = {Pers, Tina and Daura, Marianne},
  keyword      = {purpose,mission,vision,statement,brand orientation},
  language     = {eng},
  note         = {Student Paper},
  title        = {Purpose, Vision and Mission- A clarification of fundamental concepts},
  year         = {2012},
}