使命引领未来——“大足神农”的困惑与思考

Mission Leading to the Future——Perplexity and Reflection on the Evolution of the Bigfeet Ancestor Company

企业使命是企业在社会经济生活中所担当的角色和责任,是企业区别其他企业而存在的理由,是企业开展活动的方向、原则和哲学,是企业最高层次的战略目标。本案例围绕"我们的公司为什么存在"这一企业使命的关键问题,通过介绍大足神农公司的发展历程及其确定自己使命表述的经过,展现了我国民营企业对使命问题的困惑和思考。

Enterprise mission defines the role and responsibility of enterprises in the social and economic environment. Enterprise mission gives meanings to the enterprises＇ existence, it ＇s the direction, principles and philosophy to carry out business activities. It is the highest level strategic objective of enterprises. This paper is a case about ＂Enterprise Mission of Bigfeet Ancestor Corporation＂. The core of this case is the key question of enterprises mission： the purpose of our company＇s existence. The case shows the perplexities and reflections of Chinese private enterprises about their missions through the introduction of the history of the Bigfeet Ancestor Corporation and its development of its mission statement.