Learn in the textbookManagement Philosophy and Purpose
DefinitionMission (ミッション) is the element that expresses the duty a company fulfills in society, that is, its reason to exist.
ExplanationIt is the starting point of MVV and often stays the same for a long time even when the business itself changes. If the mission is vague, there is nothing to base the desired future or the standards of conduct on.
AnalogyLike a fire station's duty to protect lives and property from fire. Whatever scene the crew heads to, that duty is where their actions start.
Memory hookMission comes from the Latin for "to send" and once meant a task entrusted to an envoy. Think of it as a duty society has entrusted to the company.