From Levitt to the global age: one more time, how do we define our business?

Abstract

Purpose Several works have focused on defining an organisation mission. Ansoff, Levitt and Drucker, among others, have made seminal contributions. However, globalisation has brought new challenges and changes, in terms of both new risks and new opportunities. Thus: How does globalisation impact on how a firm should define its business? What remains valid, as before, and what must be adapted? And why? are questions to be answered. This study aims to accomplish this. Design/methodology/approach This paper discusses the task of defining an organisation mission on a global age. Findings One of its main conclusions is that, more than ever, defining a business mission, requires now that one incorporates location in the definition. Location includes three different things: geographical area, distribution channels, and time location. Originality/value It may seem paradoxical that, as globalisation advances, location becomes more important in a business definition. This paper explains why.

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