Advanced Science and Technology Letters Vol.34 (Business 2013), pp.42-45 http://dx.doi.org/10.14257/astl.2013.34.11 Vision Platform: Conditions of Sustainable Growth Kim Gye Soo 1 Department of Business Administration, Semyung University. 65 Semyungro, Jechon Chungbuk 390-711, Korea gskim@semyung.ac.kr Abstract. The vision platform is the guiding purpose of an enterprise. Vision Platform compos of mission, vision, and core value. The vision platform is very important to sustain company in turbulence era. The author will introduce the definition of vision platform and show case study of vision platform to readers. Ultimately, this is a story about vision platform, including the choice to create a discipline of strategic thinking and strategic practice within an organization. Our intent is to provide you with a do-it-yourself guide to make vision platform and adapt your organization. Keywords: Vision Platform, Mission, Vision, Core value, Strategic thinking. 1 Introduction The economic circumstance is unstable: Unemployment stubbornly high; income disparity between rich and poor people increasing; middle class income decreasing, and consumer confidence falling for low-income families. Global economic trends are highly important as well. For years, companies have pursued offshoring, which involves the outsourcing of work and jobs to lower-cost foreign locations. But new economic signals are showing signs of a shift toward reshoring, which moves jobs back home. Rising labor costs in foreign countries, higher shipping cost, complicated logistics, complaints about poor customer service, public criticisms about destroying local jobs, and economic incentives offered by communities are causing global firms to rethink their offshoring strategies and start to relocate more jobs back home. In this condition, the basic dynamic of visionary companies is to preserve the vision platform and the core and stimulate progress. It is vision that provides the context [1]. This paper is about mission, vision, and core value. We worked to develop a robust framework and adapt to an organization. Though we use Samsung Medical Center as our main example, this doesn’t mean that our approach to vision platform can only be effective in all sizes of organizations, including start-ups, not-for-profits. It is our hope that through our research and example from across Samsung Medical Center, and levels, the lessons for your organization will become clear. ISSN: 2287-1233 ASTL Copyright © 2013 SERSC Advanced Science and Technology Letters Vol.34 (Business 2013) 2 Vision Platform Mission, vision, core value are elements of strategy. Three elements can be called “Vision Platform.” It can give people right direction as like the polar star. The vision platform model made up of three elements. [Fig. 1] Fig. 1. The Vision Platform The mission is the organization’s purpose or reason for existing. A statement of mission may answer basic questions such as what business are we in? Who are we? What are we about? It may describe the organization in terms of the customer needs it aims to satisfy, the goods or services it supplies, or the markets that it is currently pursuing or intends to pursue in the future. The following statements illustrate how five organizations define their mission. 3M: To solve unsolved problems innovatively McKinsey & Company: To help leading corporations and governments be more successful Merck: To preserve and improve human life Nike: To experience the emotion of competition, winning, and crushing competitor Walt Disney: To make people happy Some organizations develop vision statements that are different from their mssion statement. A vision expresses an organization’s fundamental aspirations and purpose, usually by appealing to it member’s heart and minds. A vision statement adds “soul: to a mission statement if it lacks one. Over time, traditional statements of mission may change, but the organization’s vision of organizations. 3M: To solve unsolved problems innovatively Merck: To preserve and improve human life Wal-Mart: To give ordinary folk the chance to buy the same things as rich people Core values are the essential and enduring tenets of an organization. A small set of timeless guiding principles, core values require no external justification, they have Copyright © 2013 SERSC 43 Advanced Science and Technology Letters Vol.34 (Business 2013) intrinsic value and importance to those inside the organization. Values in some of the best companies have been found to emphasize performance excellence, innovation, social responsibility, integrity, work involvement, customer service, and teamwork [2]. Merck: Corporate social responsibility, Science-based innovation Walt Disney: No cynicism, Nurturing and promulgation of “wholesome American values” Nordstrom: Service to the customer above all else, Hard work and individual productivity With the vision platform, company can help improve an organization’s strategic planning process and therefore lead to better strategies. Effective strategic planning depends upon a clear understanding of customer and market needs and expectation, as well as the competitive environment and internal capabilities [3]. Usually, The best managers don’t believe there’s a hand-off between strategy and execution [4]. 3 Case Study Samsung Medical Center has the mission, vision, and guiding principles of the organization. The mission of a medical center defines its reason for existence. For example, the mission of Samsung medical center is to lead hospital of the best medical service that prioritizes the patients [5]. Samsung Medical Center’s mission guides the development of strategies by different group within the medical center. It establishes the context within which daily operating decisions are made, and it sets limits on available strategic options. In addition, it helps to make tradeoffs among the various performance measures and between short- and long term goals. The vision describes where the organization is headed and what it intends to be. Samsung Medical Center’s vision is stated as its “Big Hairy Audacious Goals”-Happy Innovation 20*20. It is brief and memorable, inspiring and challenging, appeals to all stakeholders, and describes an ideal state. The value, or guiding principles direct the journey to a vision by defining attitudes and policies for all employees that are reinforced through conscious and subconscious behavior at all levels of the organization, For Samsung Medical Center, the core values are Integrity: of the individual and the medical center. A passion: for performance and a bias for action, creating real value for a stakeholder, and leading the pace. Innovation: Seeking breakthrough opportunities, taking risks, and initiating meaningful change. Focus on people: Showing concern and respect for all with whom we work, building collaborative relationships with the community, and our customers, coworkers, and business associates. In facts, all companies clearly not to separate their mission, vision, and core value. The mission, vision, and guiding principles serve as the foundation for strategic planning. 44 Copyright © 2013 SERSC Advanced Science and Technology Letters Vol.34 (Business 2013) 4 Conclusion Global economic trends are very turbulent. In this time, Company should have strong vision platform. Vision Platform is the cornerstone of organization. It can give people right direction as like the polar star. Vision Platform consists of three elements: Mission, Vision, and Core Value. Right alignment may operate right in organizations. The visionary company is well aligned both vision platform and action plan. As we showed that Samsung Medical Center is trying to be a excellence hospital in the world with vision platform and action plan. References 1. Collins, J. C., Porras, J. I.: Building your company’s vision, Harvard Business Review, September-October, 157--169(1996). 2. Schermerhorn, Jr. J. R.: Introduction to Management, Wiley (2013). 3. Evans, J. R.: Quality Management, Organization, and Strategy, South Western Cengage Learning. 4. Sundheim, D.: Closing the Chasm Between Strategy and Execution, Harvard Business Review, November, 26(2013). 5. http://www.samsunghospital.com. Copyright © 2013 SERSC 45