Creating Shared Visions in Organizations – Taking an Organizational Learning and Knowledge Management Perspective

Despite ongoing interest in organizational visions, both in research and practice, there is little understanding of what a vision should entail. What makes a good vision? We approach this question from a knowledge perspective and explore what organizations need to know in order to effectively plan and perform organizational activities. We will review relevant literature and conduct a content analysis of visions of global profit-oriented organizations. By providing a synthesis of theory and practice, we suggest that organizational visions should include three knowledge enablers, which guide the creation as well as the management of (1) knowledge about organizational identity, (2) knowledge about mutual embeddedness, and (3) knowledge about emerging opportunities. Our findings can contribute to research on vision development and vision content. Furthermore, they can inform a recent discussion in the KM community to guide KM activities in organizations.