Chapter 1

Clarifying Purpose, Goals and Values

All organizations need to adapt over time – to changes in their overall direction, to regulatory demands, to changing stakeholder wants and needs, or to evolving and changing internal competencies. Nevertheless, some aspects of ‘what the enterprise is there to do and how it will go about doing it’ remain relatively constant through time. Statements pertaining to overall purpose, visionary goals and core values are created by organizations in order to provide the overall guiding principles for their strategic thinking and their employees’ behavior. These are usually established when an organization is founded; however, they sometimes, but infrequently, need to be changed when the organization takes ...

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