Nature and Meaning of Management

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Cases and Problems
Learning on the Web (AACSB)
Mission “Improvisable”
A mission statement tells customers, employees, and stakeholders why the organization exists—its purpose. It can be concise, like the one from Mary Kay Cosmetics—“To enrich the lives of women around the world”—or it can be more detailed, such as the following from FedEx: “FedEx is committed to our People-Service-Profit Philosophy. We will produce outstanding financial returns by providing totally reliable, competitively superior, global, air-ground transportation of high-priority goods and documents that require rapid, time-certain delivery.” Mission statements are typically constructed to communicate several pieces of information: what the company strives to accomplish, what it’s known for, and how it serves its customers (and perhaps its employees and shareholders as well). Here are a few examples: America West: America West will support and grow its market position as a low-cost, full-service nationwide airline. It will be known for its focus on customer service and its high-performance culture. America West is committed to sustaining financial strength and profitability, thereby providing stability for its employees and shareholder value for its owners. Saturn: Our mission is to earn the loyalty of Saturn owners and grow our family by developing and marketing U.S.-manufactured vehicles that are world leaders in quality, cost, and customer enthusiasm through the integration of people, technology, and business systems. American Diabetes Association: The mission of the organization is to prevent and cure diabetes, and to improve the lives of all people affected by diabetes. To fulfill this mission, the American Diabetes Association funds research, publishes scientific findings, provides information and other services to people with diabetes, their families, health care professionals and the public and advocates for scientific research and for the rights of people with diabetes. Hershey Foods: Our mission is to be a focused food company in North America and selected international markets and a leader in every aspect of our business. Our goal is to enhance our #1 position in the North American confectionery market, be the leader in U.S. chocolate-related grocery products, and to build leadership positions in selected international markets. Assignment

Create hypothetical mission statements for each of these four companies: Outback Steakhouse, Tesoro, Got Junk?, and Staples. To find descriptions of all four, go to the Web site for each of the companies:,,, In composing your four mission statements, follow the format suggested previously: each statement should be about two or three sentences long and should provide several pieces of information—what the company strives to accomplish, what it’s known for, and how it serves its customers (and perhaps its employees and shareholders, too). One last thing: your statements should be originals, not duplicates of the companies’ official statements. Career Opportunities

To Manage or Not to Manage?
Are you interested in a career that pays well and offers power, prestige, and a feeling of accomplishment? A career in management may be for you, but be forewarned that there’s a downside: you have to make tough decisions, other people will be after your job, and it can be lonely at the top. To find out more about the pros and cons of a management career, go to to link to the Web site and read the article “Is Management for Me?” Then, answer the following questions, being sure to provide an explanation for each of your answers: * Which of the pros of being a manager are important to you? Which are not? * Which of the cons might discourage you from pursuing a management career? Which might not? * Considering balance, does a...
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