Concepts and Mission Statements
3, 2005 - by
Robert E. Stevens, GENESIS II
Second Beginning) E-Mail: firstname.lastname@example.org
Over the holidays,
and I spent a fair amount of time discussing consumer research. One of
problems we discussed dealt with convincing corporate management that
research is a valuable business tool. We agreed that many in corporate
management do not understand the value of the early development of a
product concept and how it can be both a money and time saving tool.
On the other hand, most in
management will tell
you that a Corporate Mission Statement is a crucial element in the
planning of a business organization. They say creating a Mission
one of the first actions any organization should take. This can be a
block for an overall corporate strategy. The same group of
people, however, do
not see the relationship of a product concept with a corporate mission
Both are communication tools as well as business documents
the corporation positioning. Consider the elements of
concept and the mission statement.
Reason for being
(Statement of Purpose
(Key Product Elements)
basic components of the two documents almost line up perfectly. The
provide blueprints for the product and company. Would any corporate
attempt to set up a business without first articulating the essentials
business, namely, its nature, values, and its work? Why then would we
expected to develop a product without the same degree of planning?
With a good
program, a company can evaluate the market potential of different
the product before ever investing in the creation of product
concept later becomes the guiding tool in the creation of the
still later in the development of the marketing program.
Sponsor: Sorensen Associates Inc
Portland, OR: 800.542.0123
Minneapolis, MN: 888.616.0123
in-store research company™ -- Dedicated to the
relentless pursuit of WHY?