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The power of vision: statements that resonate

Sooksan Kantabutra (Chief Researcher at the Leadership Research Group, College of Management, Mahidol University, Bangkok, Thailand)
Gayle C. Avery (Professor of Management and Director of the Institute for Sustainable Leadership at Macquarie Graduate School of Management, Macquarie University, Sydney, Australia)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 5 January 2010

15388

Abstract

Purpose

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The purpose of the paper is to identify characteristics of visions that are associated with desirable performance outcomes.

Design/methodology/approach

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The paper examines findings from various vision studies in American, Australian and Thai businesses to derive characteristics of effective vision statements.

Findings

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Effective visions are characterized by conciseness, clarity, abstractness, stability, future orientation, challenge and desirability or ability to inspire in Australian, Thai and US businesses. Such visions are associated with higher performance outcomes.Originality/valueWhile vision is emphasized by authors and consultants as critical to superior performance, little is known about what characterizes effective vision. This study uncovers this unknown.

Keywords

Citation

Kantabutra, S. and Avery, G.C. (2010), "The power of vision: statements that resonate", Journal of Business Strategy, Vol. 31 No. 1, pp. 37-45. https://doi.org/10.1108/02756661011012769

Publisher

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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