Organizational Vision and Visionary Organizations

by James Collins, Jerry Porras

Fall 1991

Volume 34
Issue 1

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This article presents a framework for understanding organizational vision. "Vision" is a term frequently used by academics and practicing managers, but there has been a scarcity of clear concepts and useful tools-in short, the absence of a coherent conceptual framework. This article develops a framework that removes the fuzziness surrounding the topic of vision yet at the same time preserves the magic-the spark-that is an essential quality of vision.

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