Abstract

[Originally published in California Management Review, Volume 34, Number 1, Fall 1991.] 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.