如何界定一个企业的使命-外文翻译

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1、--外文翻译原文Title:HowtodefinethemissionofanenterpriseMaterialSource:MarketingManagementAuthor:PhilipKotlerAnenterpriseexiststoaccomplishsomething:tomakecars,lendmoney,provideanightstayandsoon.Itsspecificmissionorpurposeisusuallyclearattheverybeginning.However,theenterprisema

2、yloseitsmissionorpurposebecauseofthecomplicatedmarketenvironment.Sincethechangeablemarketmayaddsnewproductsorexpandnewmarkets.Whenmanagementfeelsthattheenterpriseisdriftingfromitsmission,itmustrenewitssearchingforpurpose.AccordingtoPeterDrucker,itistimetoasksomefundamen

3、talquestions:Whatisourbusiness?Whoisthecustomer?Whatisofvaluetothecustomer?Whatwillourbusinessbe?Whatshouldourbusinessbe?Successfulcompaniescontinuouslyraisethesequestionsandanswerthemthoughtfullyandthoroughly.Awell-worked-outmissionstatementprovidesemployeeswithashared

4、senseofpurpose,direction,andopportunity.Italsoguidesgeographicallydispersedemployeestoworkindependentlyandyetcollectivelytowardrealizingtheorganization’sgoals.ThemissionstatementofMotorola,forexample,is“tohonorablyservetheneedsofthecommunitybyprovidingproductsandservice

5、sofsuperiorqualityatafairpricetoourcustomers;todothissoastoearnanadequateprofitwhichisrequiredforthetotalenterprisetogrow;andbydoingsotoprovideopportunitiesforouremployeesandshareholderstoachievetheirreasonablepersonalobjectives.”Goodmissionstatementsfocusonalimitednumbe

6、rofgoals,stressthecompany’smajorpoliciesandvalues,anddefinethecompany’smajorcompetitivescopes.Theseinclude:Industryscope:Theindustryorrangeofindustriesinwhichacompanywilloperate.Forexample,DuPontoperatesintheindustrialmarket;Dowoperatesintheindustrialandconsumermarkets;

7、and3Mwillgointoalmostanyindustrywhereitcanmakemoney.--Productsandapplicationsscope:Therangeofproductsandapplicationsthatacompanywillsupply.St.JudeMedicalaimsto“servephysiciansworldwidewithhighqualityproductsforcardiovascularcare.”Competencescope:Therangeoftechnologicala

8、ndothercorecompetenciesthatacompanywillmasterandleverage.Japan’sNEChasbuiltitscorecompetenciesincomputing,comm