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California Management Review
California Management Review is a premier academic management journal published at UC Berkeley
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Article Information
Organizational Vision and Visionary Organizations
Collins, James C., and Jerry I. Porras
34
/
1
(
Fall
1991
):
30
-
52
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.