Definition of Vision By Different Authors

Definition of Vision By Different Authors | 10 Definition of Vision

Vision is a permanent or long-term goal, the fulfillment of which is a series of short-term missions. In a word, vision is a goal, and mission is a step towards achieving that goal. Vision is the personal dream, hope, or aspiration of entrepreneurs, which they want to achieve by building an organization.

Definition of Vision By Different Authors

Kotler defines, “It is a description of something (an organization, corporate culture, business, technology, and act) in the future.”

Miller and Dess (1996) define, “Vision refers to the category of intentions that are broad, all-inclusive, and forward-thinking.”

David (2009) defines, “Vision statement should answer the basic question, “What do we want to become?.”

According to the Cambridge dictionary, “an idea or mental image of something.”

Raynor (1998), “A statement of the desired future state of the organization within the arena of competition defined in the mission.”

According to collins’s dictionary, “A vision is the experience of seeing something that other people cannot see.”

According to, “The act or power of anticipating that which will or may come to be.”

Rüegg-Stürm and Gomez (1994), “Vision delineate a certain perspective of the world, a perspective of a future desired reality.”

Definition of Vision By Different Authors

Bennis and Nanus (1997), “A mental image of a desirable future state of an organization.”

Morden (1997), “Vision is an organized perception or phenomenon. It is an imagined or perceived pattern of communal possibilities to which others can be drawn, given the necessary enthusiasm and momentum on the part of the leader who is promulgating that vision.”

“Vision statement should answer the basic question, “What do we want to become?.”

On the other hand, the mission is: 

David F. Harvey defines, “A mission provides the basis of awareness of a sense of purpose, the competitive environment, the degree to which the firm’s mission fits its capabilities and the opportunity which the government offers.”

According to Hynger, “It is the purpose or reason for an organization’s existence.”

Why is vision necessary?

  1. Vision gives a clear direction of where an organization is heading. As a result, the employees of the organization get a clear idea about their overall goals and prevent them from deviating from their destinations.
  2. Vision provides a definite idea of future planning. As a result, it guides what strategies need to be devised to achieve the dream goal.
  3. It forces managers to think strategically. To achieve the vision, managers need to know the nature of the environmental elements, especially the elements of the external environment.
  4. Without vision, the organization is lost like a floating boat in a strong current. Institutions cannot be established, they cannot achieve goals, and they cannot be industry leaders.
  5. Vision can save the organization from this misfortune because it is the vision that shows the organization the sure path to the future.

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