From elevator pitch to organizational vision - How does the personal idea become an outspoken organizational vision?
DevelopmentVisionEntrepreneurshipManagementCommunicationManagement of enterprisesFöretagsledningManagementBusiness and Economics
The purpose of this dissertation is to create an understanding of how a personal idea in the mind of an entrepreneur becomes an outspoken vision in one biotech company. More specifically, for what purpose the vision is used at different stages, how it is communicated, its content and what impact previous visions have on future vision work and in order to reach a deeper understanding of how vision develops over time and how it is used we have employed a qualitative approach based on a case study. The theoretical framework starts with the concept of vision and related concepts. Furthermore, the entrepreneur?s and manager?s usage of vision is examined. Moreover, vision in complexity theory is explored to describe one of vision?s purposes. Grunig?s PR models are used to explain vision communication and the transformation over time. Finally, factors influencing the perception of vision are presented. Empirical data was collected from interviews at a small biotech company with three respondents representing three different organizational levels. Further, the organization?s founder was interviewed. Our conclusion is that the personal idea becomes an organizational vision through good communication; a visionary leader, collectively created visions and explorative vision content. Further, the purpose of the vision changes as well as the communication and formulation, from being collectively formulated and an informally communicated motivating force, it has become the task of the manager, and is formally written down, mainly positioned towards external stakeholders.