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Ashridge Mission Model - Explained

What is the Ashridge Mission Model?

Written by Jason Gordon

Updated at October 5th, 2022

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Table of Contents

What is the Ashridge Mission Model? Steps in the Ashridge Mission Model?

What is the Ashridge Mission Model? 

The Ashridge Mission Model, proposed by Andrew Campbell, is a method that can be used to create or analyze a Mission, Sense of Mission, and Mission Statement. 

It contains the following four elements which should be linked tightly together, resonating and reinforcing each other to create a strong Mission:

  • Purpose. Three categories:
    • shareholders 
    • stakeholders
    • higher ideals
  • Strategy. The commercial logic for the company. Strategy links purpose to behavior in a commercial, rational, left-brain way. 
  • Values. The beliefs and moral principles that lie behind a company's culture. A Sense of Mission occurs when employees find their personal values aligned with the organizational values. Values give meaning to the norms and behavioral standards in the company. 
  • Policies and Behavioral Standards. Guidelines to help people to decide what to do on a day-to-day basis.


Steps in the Ashridge Mission Model?

The following questions are useful in assessing the company mission. 

Purpose

  • Does the statement describe an inspiring purpose that avoids playing to the selfish interests of the stakeholders - shareholders, customers, employees, suppliers?
  • Does the statement describe the company's responsibility to its stakeholders?

Strategy

  • Does the statement define a business domain and explain why it is attractive?
  • Does the statement describe the strategic positioning that the company prefers in a way that helps to identify the sort of competitive advantage it will look for?

Values

  • Does the statement identify values that link with the organization's purpose and act as beliefs that employees can feel proud of?
  • Do the values 'resonate' with and reinforce the organization's strategy?

Behavioral Standards

  • Does the statement describe important behavioral standards that serve as beacons of the strategy and the values?
  • Are the behavioral standards described in such a way that individual employees can judge whether they have behaved correctly or not?

Character

  • Does the statement give a portrait of the company and does it capture the culture of the organization?
  • Is the statement easy to read?
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