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 .
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.
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