This One Essay

1182 words - 5 pages

Managing Your Organisation » Strategy » Values, Vision, Mission and Goals » The Ashridge Mission Model
The Ashridge Mission Model
Given a certain degree of confusion surrounding what an organisational mission should encompass and achieve, Campell and Yeung conducted a two-year research project with 53 large, successful companies in the early 1990s in order to try to devise a meaningful mission structure. The fruits of their labour is a framework that has come to be known as the Ashridge Mission Model. Here we examine the model in detail.
Campbell and Yeung’s definition of an organisation’s mission has four linked elements: purpose; strategy; behaviour standards and values as shown below: ...view middle of the document...

Campbell and Yeung believe that it is the organisations with a higher ideal in mind that will attract and retain committed and enthusiastic employees.
It is interesting to note a recent trend whereby big corporates are trying to buy into this higher ideal, as seen in McDonald’s acquisition of socially responsible ice cream makers Ben and Jerry’s, and L’Oreal’s purchase of the Bodyshop. Early evidence suggests, however, that the social responsibility halo may already be slipping. At Ben & Jerry’s, for instance, a post-acquisition social audit revealed that only 45% of employees thought that senior management was taking the company’s social mission seriously. [2]
2. Strategy
Strategy is the commercial logic for the company, and links purpose to behaviour in a rational way. If an organisation believes its purpose is to be an international leader in its field, it must have a strategy in place to:
‘define the business that the company is going to compete in, the position that the company plans to hold in that business, and the distinctive competence or competitive advantage that the company has or plans to create.’ [3]
Campbell and Yeung give Marks and Spencer as an example of how an organisation’s strategy should link with its purpose. Marks and Spencer’s aim was to be the high street’s best value clothes retailer. At the time of the study, the company achieved this by demanding the highest quality merchandise from its suppliers, by providing very high levels of customer service, and combining this with low overheads as a result of high sales per square foot on the shop floor.
3. Behaviour standards
Campbell and Yeung believe that organisational purpose and strategy mean little unless they can be converted into action, via organisational policies and behaviour standards that guide people in their day-to-day actions. Furthermore, their research suggests that such standards can enhance organisational performance.
They use British Airways (BA) to illustrate how organisational purpose and strategy can be translated into behaviour standards and actions as follows:
· At the time of the study, BA’s purpose was ‘to be the best and most successful company in the airline industry’.
· Its strategy for achieving this was to provide value for money, higher service levels than its competitors, and approachable managers who understood their staff.
· These strategic objectives were translated into actions via BA’s behavioural guidelines, delivered through their organisation-wide ‘Putting People First’ training programme, which required (among other things) managers and employees to be helpful and friendly to customers at all times.
Behaviour standards, then, can be summed up as ‘the way we do things around here.’ [4]
4. Values
Values are the principles and beliefs that underpin an organisation’s culture, and give meaning to organisational...

Other assignments on This One

Leedle Essay

1060 words - 5 pages Idkjkadf dkkdk dkdka dkdkd kaka eke dkd dkdkdk diweaoiir dooweurj dladlkfj wolweoj ls;lakdjf lsdaflj slkjsd lsldfk slsld sl s sdkke a;lkdfjm lasdlfkj aoewiurnm leedle leedle leedle leedle hi there this is a dumb paper but I don’t really care because I only need one file off of here for school weeeeeee Idkjkadf dkkdk dkdka dkdkd kaka eke dkd dkdkdk diweaoiir dooweurj dladlkfj wolweoj ls;lakdjf lsdaflj slkjsd lsldfk slsld sl s sdkke a;lkdfjm

Psy460 Week1 Essay

955 words - 4 pages psychology is derived from many different factors and disciplines such as psychological, spiritual, and physical natures when determining how the environment effects behaviors. In return environmental psychology also describes how one passively effects the environment. (Veitch & Arkkelin, 1995, p. 5). In this particular field of psychology it shows the relationship between of people and the environment it is surrounded by. By applying the social

Yep Lol Sike

435 words - 2 pages “The purpose of this essay is . . .” or “In this essay I will . . .” or any similar flat announcement of your intention or topic. Read more: Center for Writing Excellence>Tutorials and Guides>Guidelines for Writing Academic Essays. Level One Heading Replace the level one heading with the words for your heading. The heading must be in bold font. Headings are a necessary part of helping your audience track the sub-topics discussed in the body

What Is A Monogram?

454 words - 2 pages order is like this: 1. First initial is woman's first name initial 2. Middle initial is initial of couples last name 3. Last initial is man's first name initial So in above example, if couples names were Mary & Thomas Bryant, you would list the monogram as: MBT   What is monogram? Monograms are pictures that contain one or more different letters. Monograms are used normally when there is a need to simplify your name into just your

Ice Breaker

537 words - 3 pages until the game ends. Now the next person to stand up has to shout “2”. If this person was also the only one and the one to shout 3 and 4 too, then the remaining last person loses the game. The Flying Coin materials needed: tape, a bowl (not too large but also not too small) with a bit water in it and coins. You make a line on the floor with the tape and put the bowl a few meters behind the tape-line, about 2~3 meters (you can change the

The Changing Times

329 words - 2 pages and let this ordeal take place. About ten minutes later, one of | these cruel thieves threatens to rape the wife. This caused the wife to go into pure panic, while still not wanting to loose or back out of the deal. After starting to realize that his wife in under a real threat, he finally looses his cool and tells them, “You ate all of my pudding and you are threatening to rape my wife!? I will kill each one of you!” After this, the wife tells her husband, “you lost, go shut the door”. In this case, readers, make sure to start shutting your doors and pleasing your husband and wife. | | | | |

Public Services

621 words - 3 pages did also learn new ways of warming up different parts of the bodies such as the legs , calf muscles and building up our core strength, one example is that we did something called “plank and roll” this was fun but difficult when holding into the plank but I felt this got me warmed up and got me very fit, therefore I explored various warm ups and exercises that will help me in the future. Within this session I had explored a lot about the methods

Homemade Paste

309 words - 2 pages mixing dry ingredients with liquid. It is a substance which is used to attach light things, such as papers, together just by rubbing it to one object to the other. This substance has only limited grip when used for it is not that sticky but is suitable to be used in fastening papers and such. This study talks about the problem of some people nowadays, especially to parents. This study is focused on the problem of children who often eat everything


265 words - 2 pages Culture influences personality in a big way. One of these reasons being that what one may consider friendly or normal, someone who was raised in a different culture or environment may not feel the same way. For example, people in France like to greet people with a kiss on the cheek. One person may react to this in the same friendly manner but another person’s reaction could be one of disgust or discomfort because they do not like people getting

Mgt 300 Week 5 Team Presentation

355 words - 2 pages In this file of HCS 437 Week 5 Long-Term Care Facility Presentation you will find the next information: Nursing home Requirements Health Care - General Health Care Learning Team Long-Term Care Facility Study Resource: Long-Term Care Facility Study Grading Criteria located on your student website Choose one facility, as a team, that you will use for your Long-Term Care Facility Study project. Create a 10

English Written Assignment

1275 words - 6 pages “Problems to solve by lucy kellaway & the Financial Times” Do I have to invite co-workers to my wedding? This is a very interesting question. When you see it if no one asks you to think about it one is likely to think “what a stupid question, that has an obvious answer”, but you would be wrong. A person that works in a company will most likely spend more time there then at home. It shouldn't be to much of a predicament if the person

Similar Documents

Career Plan Analysis

309 words - 2 pages Career Plan Analysis Paper Business Communications for Accountants 230 Chelsea Baker June 29, 2015 Instructor Christa Deeden Career Plan Analysis Paper This course applies to my career plan in many ways. Based on the Career Exploration I have chosen five career options for myself and I feel this will help a lot with a few of them. However the one I am most concerned with is the one at the top of my list which a bookkeeper/accounting

Learning Method Essay

617 words - 3 pages don’t trust one theory because this will make you lost. I strongly believe this is true because one theory could be challenging the other and it could be good source of knowledge. Learning is relational, we learn through relationship for example through our parents, our peers and from any relationship that we make. No one can be forced to learn, for learning to take place there must be willingness, so basically there should be cooperation

Eleanor Rigby Essay

425 words - 2 pages one to share their lives with but also people who choose to keep all their feelings inside of them. These lonely people shelter themselves from others emotionally and won’t let anyone get the chance to know them. I have seen this quite often growing up. I feel as if The Beatles may have been referring to both of these types of people: physically alone and emotionally drawn people. I believe that there are more meanings to the lyrics in this

Reversing Entries Essay

254 words - 2 pages Reversing entries are when an accountant makes adjustments to the beginning of the next accounting period. This would be the opposite of what had been done to an entry in the previous period. (Kimmel, 2011) For example, a utility bill. The utility bill would be recorded in one month as received. When the next period happens is when it will be paid so the amount will need entered again. This time is will just need reversed. Reversing entries