Objectives of knowledge management

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