General Motors Values


Mission, Vision, and Values Paper

Company Background

Founded in 1908, General Motors Corporation (GM) is the world's largest automaker and has been the global industry leader in sales for 76 years (General Motors, 2008a). The United States is GM's largest national market, followed by China, Canada, the United Kingdom, and Germany. Today, the company employs about 284,000 people worldwide. With its global headquarters located in Detroit, GM manufactures cars and trucks in 33 countries. In 2006, GM sold 9.1 million cars and trucks globally under the brands Buick, Cadillac, Chevrolet, GMC, GM Daewoo, Holden, Hummer, Opel, Pontiac, Saab, Saturn, and Vauxhall (General Motors, 2008a).

GM has fostered partnerships with many automobile manufacturers around the world. The company is currently the majority shareholder in GM Daewoo Auto & Technology Co. of South Korea (General Motors, 2008a). GM has collaborated with Suzuki Motor Corp. and Isuzu Motors Ltd. of Japan with product, powertrain, and purchasing. The company has also collaborated with DaimlerChrysler AG and BMW AG of Germany, and Toyota Motor Corp., on advanced technology and ventured in vehicle manufacturing with several automakers, including Toyota, Suzuki, Shanghai Automotive Industry Corp. of China, AVTOVAZ of Russia, and Renault SA of France. The company currently sells its genuine parts and accessories under the GM, GM Performance Parts, GM Goodwrench, and ACDelco brands through GM Service and Parts Operations, which supplies GM dealerships and distributors worldwide (General Motors, 2008a).

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With all of GM's success in the past, the company is facing challenges during this time of economic hardship. The company's market valuation has decreased to $5.9 billion and its stock prices are at its lowest in 50 years (Lowenstein, 2008), which is evident with a closing price of $9.69 on July 10, 2008 (Yahoo Finance, 2008a). The skyrocketing price of oil seems to be the immediate cause of GM's problems, decreasing the sale of its sport utility vehicles and trucks (Lowenstein, 2008). The automaker is potentially looking at more layoffs and speculation of a possible sale of Buick and Pontiac (Lowenstein, 2008), however GM's vice president states that Hummer is the only brand the automaker is considering selling at this time (Yahoo Finance, 2008b).

Mission/Vision Statement

The mission/vision of GM is to be the world leader in transportation products and related services (General Motors, 2008b). Through continuous improvements driven by integrity, teamwork, and innovation of GM people, the company has earned its customers' trust and enthusiasm. With all of the competition and the advancement of hybrid and alternative fueled vehicles, GM should look to being a leader of innovation. With this in mind, the mission statement could read GM will become the world leader in quality, innovative, and cost efficient products. The mission is for GM to become the auto industry leader in sales and market share in the global market.

Company Values

GM has six core values in which employees are to use in conducting daily business practices (General Motors, 2008c). These core values consist of continuous improvement, customer enthusiasm, innovation, teamwork, and individual respect and responsibility. These values must portray an image to the company's consumers that it values their needs and wants. With this said GM should add customer value and thinking green to its core values. This measure would show the company is focused on achieving high levels of customer satisfaction by providing innovative products that offer customers more choices with alternative fueled vehicles. Thinking green will show the company is concerned with doing right by the environment

How Mission, Vision, and Values Aid in Reaching Desired End State


In order for GM to achieve its vision, the company understands that many issues must be addressed in order to attain its many goals. In order to become a more sustainable company, GM recognizes the importance of integrating economic, environmental, and social objectives into its daily business objectives and future planning activities. The future success of the company partly depends on technology, innovation, and partnerships (General Motors, 2008b).

With technology, GM can efficiently address climate changes and fuel efficiency through its products. By accelerating the development and deployment of new technology, the company is able to improve its existing technology. Innovation provides GM with the tools to develop new ways of doing things as a company and with others. With increased competition in the global industry, innovation is critical in the future success of the company. In order to continue being responsive to the needs and concerns of its stakeholder and creating a sustainable future, GM understands the importance of continuing to build strong partnerships with the employees, industries, governments, markets, and communities, and others in order to be responsive to the needs and concerns of our various stakeholders (General Motors, 2008b).

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GM is based on is six fundamental values.With these values, the company has adopted and endorsed principles, such as the GM Environmental Principles and the Global Sullivan Principles. These principles are consistent with the company's values and serve to inform its strategies. The company states, These strategies drive our behaviors and actions, which produce the results that matter (General Motors, 2008c).

Components of the Strategic Management Process Needing to be Analyzed

Effect the New Strategy will have on the Leadership and Culture of the Organization

How the Outcomes will Affect Stakeholders


General Motors. (2008a). About GM: Company profile. Retrieved July 10, 2008, from

General Motors. (2008b). Sustainability and GM: Vision and Strategy. Retrieved July 10, 2008, from

General Motors. (2008c). 2005/06 corporate responsibility report. Retrieved July 9, 2008, from

Lowenstein, R. (2008). Siphoning G.M.'s future. New York Times, p. A.21. Retrieved July 10, 2008, from ProQuest database.

Yahoo Finance. (2008a). General Motors Corporation (GM): Historical prices. Retrieved July 12, 2008, from

Yahoo Finance. (2008b). GM reassures dealers only Hummer brand is for sale. Reuters. Retrieved July 10, 2008, from