¿Qué es la misión de una empresa?

La misión de una empresa (también conocida como misión empresarial) es una declaración o manifestación duradera de la razón de ser o el propósito de una empresa.

A diferencia de la visión que responde a la pregunta: «¿qué queremos llegar a ser?», la misión de una empresa responde a la pregunta: «¿cuál es nuestra razón de ser?».

Establecer la misión de una empresa nos permite orientar las decisiones, acciones y conductas de todos sus miembros en función de esta y así, por ejemplo, lograr que se establezcan objetivos, formulen estrategias y ejecuten tareas bajo una misma luz, y de manera coherente y organizada.

Pero además, establecer la misión de una empresa también nos permite:

  • motivar a los miembros de la empresa (al hacer que se sientan identificados y comprometidos con esta).
  • darle identidad y personalidad a la empresa.
  • cimentar las bases para su cultura organizacional.
  • mostrar a agentes externos tales como clientes y proveedores el ámbito en el cual se desarrolla.
  • distinguirla de otras empresas competidoras.

Las misiones o declaraciones de misión de las empresas suelen variar en extensión, contenido y grado de especificidad, y abarcar diversos aspectos o elementos de una empresa tales como clientes, productos, valores y tecnología.

No existe una regla que determine cómo debe ser la misión de una empresa, pero en general, una misión efectiva que permita obtener los beneficios que hemos mencionado, debe contar con las siguientes características:

  • ser clara y comprensible para todos los miembros de la empresa.
  • ser capaz de despertar emociones y sentimientos positivos.
  • no ser muy concisa al punto de poder limitar el accionar de los miembros de la empresa, pero tampoco muy amplia al punto de poder provocar confusiones sobre lo que hace la empresa (lo recomendable es que su extensión no sea mayor de 100 palabras).
  • decir en pocas palabras en qué consiste el negocio.
  • distinguir la empresa de otras empresas competidoras.

Las empresas suelen desarrollar su misión junto con su visión, publicar ambas (en algunos casos junto también con sus valores) en lugares visibles tanto para sus trabajadores como para sus clientes y otros agentes externos, y utilizarlas como base para establecer sus objetivos, formular sus estrategias y, en última instancia, realizar su planeación estratégica.

Asimismo, algunas empresas suelen cambiar su misión cuando consideran que ya no describe su razón de ser o su propósito y, en el caso de las grandes empresas, algunas suelen tener una misión para cada país en donde operan.

¿Cómo desarrollar la misión de una empresa?

A continuación te decimos cuáles son los pasos que debes seguir para desarrollar la misión o declaración de la misión de tu empresa:

1. Haz una lista de misiones

En primer lugar haz una lista con posibles misiones para tu empresa de entre las cuales al final puedas elegir una.

Teniendo en cuenta que la misión es una declaración de la razón de ser o el propósito de una empresa, para hacer esta lista, podrías empezar por hacerte las siguientes preguntas:

  • ¿Cuál es nuestra razón de ser?
  • ¿Cuál es nuestro propósito?
  • ¿Cuál es nuestro negocio?
  • ¿Qué es lo que hacemos?
  • ¿A qué nos dedicamos?

Las declaraciones de misión suelen incluir diversos aspectos o elementos de una empresa tales como clientes, productos, valores y tecnología, por lo que para hacer tu lista de posibles misiones también podrías hacerte preguntas relacionadas con los aspectos o elementos de tu empresa que te gustaría incluir en su misión.

Los siguientes son algunos de los principales aspectos o elementos que las empresas suelen incluir en sus misiones o declaraciones de misión, y algunos ejemplos de preguntas que podrías hacerte con respecto a estos:

  • Clientes: ¿quiénes son nuestros clientes?, ¿cómo satisfacemos sus necesidades o deseos?, ¿cómo solucionamos sus problemas?
  • Productos: ¿cuáles son nuestros principales productos o servicios?, ¿cuáles son los beneficios que brindan?
  • Valores: ¿cuáles son nuestros valores, principios o creencias?
  • Tecnología: ¿cuál es nuestra tecnología?
  • Diferenciación: ¿en qué nos diferenciamos de las demás empresas competidoras?
  • Ventajas competitivas: ¿cuál es nuestra mayor ventaja competitiva?
  • Interés por la comunidad: ¿qué nos preocupa de nuestra comunidad?, ¿cómo contribuimos con su bienestar?
  • Interés por los trabajadores: ¿qué nos preocupa de nuestros trabajadores?, ¿cómo contribuimos con su bienestar?

Al momento de responder estas preguntas y hacer tu lista de posibles misiones, recuerda que para que una misión sea efectiva debe ser clara y comprensible, despertar emociones y sentimientos positivos, no ser muy concisa, pero tampoco muy amplia y, sobre todo, distinguir la empresa de otras empresas competidoras.

Por ejemplo, si tu empresa se diferencia de otras empresas competidoras en la gran calidad de sus productos, su misión podría ser «proveer productos que cumplen con los más altos estándares de calidad».

Asimismo, al responder estas preguntas y hacer tu lista de posibles misiones, ten en cuenta también l visión de una empresa (la declaración que indica hacia donde se dirige tu empresa), y asegúrate de que tu misión esté alineada y sea coherente con esta.

Por ejemplo, si la visión de tu empresa es «ser la empresa tecnológica más creativa e innovadora del mercado», tu misión podría ser «proveer productos tecnológicos únicos e innovadores».

2. Elige una misión y publícala

Una vez que tienes una lista con un número manejable de posibles misiones, elige aquella que mejor describa la razón de ser o el propósito de tu empresa.

Una vez que has elegido una misión revisa su gramática y su ortografía, asegúrate nuevamente de que realmente describa lo que hace tu empresa o aquello a lo que se dedica, y hazle las correcciones que consideres necesarias.

Y una vez que tengas la versión definitiva de tu misión, comunícala a todos los miembros de tu empresa, y publícala en lugares visibles para estos, pero también para tus clientes, proveedores y público en general con el fin de que la tengan siempre presente.

Los siguientes son algunos lugares en donde las empresas suelen publicar su misión, y que podrías considerar al momento de publicar la misión de una empresa:

  • instalaciones (murales, cuadros, etc.).
  • documentos (informes, reportes, contratos, planes de negocios, etc.).
  • sitios web (páginas web, redes sociales, etc.).
  • material publicitario (catálogos, folletos, etc.).

3. Revisa la misión y actualízala

Finalmente, una vez que hayas publicado la misión de tu empresa en lugares visibles para tus trabajadores, así como para tu clientes y otros agentes externos, es recomendable que te reúnas con tu equipo directivo por lo menos una vez al año para revisarla y actualizarla en caso de ser necesario.

Lo ideal es que la misión de una empresa se mantenga igual con el paso del tiempo; sin embargo, tal como en el caso de la visión, la misión también es un elemento flexible que puede y debe ser modificado o cambiado si se considera conveniente.

Por tanto, al momento de revisar la misión de tu empresa no dudes en modificarla (por ejemplo, cambiarle algunas palabras para que sea más clara o comprensible), o cambiarla en su totalidad por una nueva si consideras que ya no describe la razón de ser o el propósito de tu empresa.

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