d be clear, appealing and compelling (Srivastava, Franklin, & Martinette, 2013; Hill, Jones, & Schilling, 2014). The business idea comes with an ambitious but altruistic goal, hence, the vision statement:
MBA essay在愿景中描述了企业或任何组织渴望的未来状态。该声明为业务提供了一个起点和方向感，因此，它应该清晰、吸引人和引人注目。商业理念伴随着一个雄心勃勃但无私的目标，因此，愿景声明：
“To cater to a multi-cultural society that does not miss breakfast.”“为了迎合一个不错过早餐的多元文化社会。”
This above statement satisfies a number of definitions of vision. It is easy to understand, and represents the ‘fundamental purpose’ of the business (Srivastava, Franklin, & Martinette, 2013, p. 50). According to Kantabutra and Avery (2010), strategists have proposed numerous characteristics a powerful vision should possess, but these can be summarised as being concise, clear, stable, challenging, inspirational, and future-oriented. This bold vision not only indicates a long-term standpoint of the business (Hubbard, Rice, & Galvin, 2014); it also offers an inspiring image of the ‘big picture’ (Alter, 2001) which is a more desireable situation in the future.
本篇MBA essay通过上述陈述满足了视觉的许多定义。它很容易理解，代表了企业的“基本目的”。根据Kantabura和Avery的观点，战略家们提出了一个强大的愿景应该具备的许多特征，但这些特征可以概括为简洁、清晰、稳定、富有挑战性、鼓舞人心和面向未来。这种大胆的愿景不仅表明了企业的长期立场；它还提供了一个鼓舞人心的“大局”图像，这是未来更理想的情况。
The mission statement is perceived to be a crucial factor in formulating business strategies that are sustainable (Duygulu, Ozeren, Işıldar, & Appolloni, 2016). It describes the organisation’s aim, the reasons for its existence, and what it is trying to accomplish (Duygulu, Ozeren, Işıldar, & Appolloni, 2016), all of which are extremely valuable in establishing the organisation’s major goals (Hill, Jones, & Schilling, 2014). This business idea will be guided by the mission statement:
使命宣言被认为是制定可持续商业战略的关键因素。本篇MBA essay描述了组织的目标、存在的原因以及它试图实现的目标，所有这些对确定组织的主要目标都非常有价值。这一商业理念将以使命宣言为指导：
“Enriching busy Wellingtonians through a delightful breakfast to-go.”“通过美味的早餐丰富忙碌的威灵顿人。”
The above mission statement is expressed in a progressive structure to connote the ongoing process and continuous improvement in developing this business. It is also customer-oriented (Wellingtonians) and does not focus on the products (breakfast items) alone. This broad approach acknowledges the possibility that there will be shifts in demand in the future and the main purpose of the business may need to be served in diversified ways (Hill, Jones, & Schilling, 2014). Ultimately, the mission statement establishes what this business intends to excel at (Hubbard, Rice, & Galvin, 2014) which is the provision of an enriching and delightful breakfast.
本篇MBA essay的使命声明以渐进式结构表达，意味着发展该业务的持续过程和持续改进。它也以客户为导向，并不只关注产品（早餐）。这种广泛的方法承认，未来需求可能会发生变化，可能需要以多样化的方式满足业务的主要目的。最终，使命宣言确立了这家企业的专长，即提供丰富多彩的早餐。
The lifestyle preference this business wants to achieve is very evident in the product it aims to serve. The proponents of this business idea are relatively young adults who also constantly miss breakfast due to the demands of both work and studies. Values reflect the underlying behaviours, attitudes and outlooks held and used by the organisation in its operations and activities (Hubbard, Rice, & Galvin, 2014). The proponents believe in the value of good health and nourishment – a realisation that fundamentally produced this business idea. Innovativeness, the ability to create or adapt to, and implement new ideas into practice and new products (as cited by Lebedeva & Grigoryan, 2013), is another essential value preferred by the proponents which should also be integrated into their personal lifestyle. Innovativeness will be a good basis for organisational behaviour once the business becomes operational as innovation is a key factor for survival in a dynamic environment. In the future, the personal values of the business stakeholders should ideally be aligned with the value statement of the organisation by encouraging participation in its development (Alter, 2001).
这家企业想要实现的生活方式偏好在其目标服务的产品中非常明显。这一商业理念的支持者是相对年轻的成
