Chapter 11 Vision, Mission, and Values
The Scorecard begins by examining (in the Governance section) the essence of any corporation or enterprise: its stated vision, mission (or purpose), and core values. This is the starting point for any company (its reason for existing)—and thus a logical starting point for the Scorecard.
Ashland recently revised its corporate vision and mission statements to align more directly with the realities of twentieth-first century growth. Ashland’s old vision was “To be viewed as the best specialty chemical company in the world.” The company’s new vision is “To make a better world by providing creative solutions through the application of specialty ingredients and materials.”i
Having some strong reference to a sustainability-related ...
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