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Strategic vision
A vision often precedes the development of a more specific strategic marketing concept. The function of the vision statement is to paint a powerful broad future self-image of the organization, on a time horizon of 5 to 10 years. This future self-image preferably aligns with the founder’s intent. It should also ‘pull’ all the efforts, passions and interests of the different departments and their employees towards its realization. The content of the vision statement relates to the main purpose of the organization regarding what their customers do, can do, or might do in the marketplace.