Harley Davidson's Vision And Vision Statement

Vision and mission statements are important elements in business management. Organizations usually pass their goals through their vision and mission statements. Since both of them are crucial, they also deliver the organization existence philosophy to all employees; thus, they shall know the reason of their present on work (Baetz & Kenneth, 1998). The vision statement concentrates on the organization’s future. It gives employees with the motivation and inspiration to do their best on where the organization wants to become. Whereas the mission statement focuses on the organization’s present that leads to the future. It explains what and why the organization works (Collins & Porras, 1996). Based on case study 3-1, this paper will evaluate Harley Davidson’s vision and mission statements separately by identifying the eight characteristics of good vision and mission statements, and recognizing their effect on the organization’s performance.

Evaluation of Harley Davidson’s Vision Statement

The vision statement demonstrates what the organization desires to be and how the organization will fulfill its customer’s financial objectives. According to Aguinis (2013), the ideal vision statements is defined in eight characteristics that would ensure the growth

The vision statement is comprehensive and guide the future orientation of the organization. However, it is considered a long vision statement without a timeline to bound the fulfillment of its goals. The mission statement is concentrated on customer satisfaction plus the products and service provided by Harley Davidson. It lacks on the benefit of using or buying its products, the use of technology, and the self-concept of employees and stakeholders. Therefore, organizations must define the vision with a rich description of what it will be to accomplish their