Marten van der Zee, Student (University), Netherlands
The vision is 'the dream of the entrepreneur'. It's the corporate ambition.
It is a company's view of the role it plays in the market. Visions may relate to three components:
1. Opinions about where the company believes the market is going(example: we believe that due to tempestuous communication technology developments, over the next five years consumers will develop a strong need for products that help them navigate the abundance of information online.
2. Identity of the company. This will often be based on the core competencies of the company.
3. Long term goals of the company.
Besides these 3 things, the vision should also be comprehendable and contain a clear motivating force that the entire company can identify with.