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  Defining vision and mission 

 Corporate vision is defined in Lynch (2000) as ‘a mental image of the possible and desirable 

future state of the organisation’. Defining a specific company vision for digital business is 

  Strategic  objectives 

  Co‑opetition 

  Interactions  between 

competitors and 

marketplace 

intermediaries which 

can mutually improve 

the attractiveness of a 

marketplace.   

  Competitor  analysis 

for digital business 

  Review  of  digital 

business services offered 

by existing and new 

competitors and adoption 

by their customers.   

  Core  competencies 

  Resources,  including 

skills or technologies, 

that provide a particular 

benefit to customers.   

  Customer  value 

  Value  dependent  on 

product quality, service 

quality, price and 

fulfilment  time.   

  Strategic  objectives 

  Statement  and 

communication of an 

organisation’s mission, 

vision and objectives.   

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Part 2  Strategy and applications

Box 5.2

Example vision or mission statements from digital businesses

Here are some examples from  well‑  known digital businesses featured in the case 

studies in this book. Assess how well they meet the criteria we have discussed for an 

effective vision statement.

Amazon.com Our vision is to be earth’s most  customer‑  centric company, to build 

a place where people can come to find and discover anything they might want to 

buy online.

Figure 5.11

Elements of strategic objective setting for the digital business