ABSTRACT
The second functional focus is the determination of corporate words through driving forces. Corporate words in this context are different from the ‘words’ used in the mission statement. The mission statement, while it uses words, is a fixed set of expressions that attempt to contain the spirit or mission of an organization in a brief, concise way. The concept of corporate words has a more dynamic nature. It is the tactical application of the mission statement. Tactical in the sense that it represents the forces or drives interpreting the mission statement. An organization’s effort is directed toward the products and services generated by the organization divided by geographic markets or market segments or customer groups that are served. While an organization’s resources and capabilities, plans, structure, decision making and problem solving are important activities, they are ultimately directed toward producing products or services for diverse markets. Thus, the basic fundamental strategic question is, ‘What should the scope of our products and services or markets be?’
