Mission
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Missions and vision
The Bergman family never had a specific vision, mission or even strategy running their hotel, which is might be one of their weaknesses. They just took the event and happenings day-by-day and year-by-year in their family owned and operated hotel.
In the past, this was no problem at all, but now is a rapidly changing landscape, a clear vision and mission might be more relevant. Or, at least a strategic vision.
Also, taking a stand regarding ESG e.g. in almost inevitable.
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