Misión y Visión


1)      A mission statement should include many or most of these elements: a statement of purpose for the organization, indication of line of business or specialty, geographic parameters and mention of important groups in the organizations´s life, such as employees and shareholders. (Graham, 2005)

2)      The company mission is a broadly defined but enduring statement of purpose that distinguishes a business from other firms of its type but identifies the scope of its operations in product and market terms. Not only does the company mission embody strategic decision makers bussiness philosophy, but it also reveals the image company seeks to project, reflects the firm´s self-content and indicates the principal product or service ares and company customer needs the company will attempt to satisfy. In short the company mission describes the firm´s product, market, and techonology in a way that reflects the values and priorities of the strategic decision makers. (Pearce, 2006)

3)      Planning experts tell us what a mission statement should: establish focus,  identify who is served and how, motivate staff and donors, provide a measure of effectiveness (Wallace, 2004)

4)      Se define a la misión en cuanto: describe la actividad o función básica de producción o servicio que desarrolla la empresa y que es la razón de su existencia; expone a lo que se dedica la empresa. (Münch, 2006)

5)      Una misión debe contener el propósito de la organización, línea de negocio, mencionar los grupos importantes de la organización, expresada en términos del mercado o producto. Una misión refleja una decisión estratégica, una filosofía de negocio, la imagen de la compañía. También provee una parámetro de medición de efectividad


1)      The precise destination for a particular organization, i.e. where do we need to be? This is very much the visioning process where organizational requeriments are determined    . The precise final form will be unique to each organization depending on the organization itself and the context within which exists. While form will depend on the strategy of the business many organizations fail to consider the organization’s ability to deliver     this strategy. This must go beyond defining structure and incorporate culture, reward systems, human resource requirements, etc. These in some sense could be seen an representing the organization form’s critical success factors (CSFs). (Galiers, 2003)

2)      La visión contesta a la pregunta ¿qué se desea que sea la empresa en un futuro? Está relacionada a un estado futuro, posible y deseable de la empresa que sirve para que se determinen aspiraciones cualitativas (propósitos) y cuantitativas (objetivos). (Münch, 2006)

3)      A brief statement or paragraph that describes the why, what, and who of the desired software product from a business point of view. (International Institute of Business Analysis, 2009)

4)      La visón refleja el destino particular de una organización. Es particular de cada organización ya que depende de contexto y definición de la misma. Establece la base para determinar aspiraciones cualitativas y cuantitativas.


Galiers, R. D. (2003). Strategic Information Management Challenges and Strategies in Managing Information Systems. Oxford: Butterworth-Heinemann.

Graham, J. W. (2005). Mission statements a guide to the corporate and nonprofit sectors. Garland Reference Library.

International Institute of Business Analysis. (2009). A guide to the business analysis body of knowledge. Toronto: International Institute of Business Analysis.

Münch, G. L. (2006). Fundamentos de administración. México: Trillas.

Pearce, J. A. (2006). Sloan Management Review. MIT.

Wallace, L. K. (2004). Libraries, Mission & Marketing. Chicago: American Library Association.