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| Author: | Medley, G. J. |
| Title: | WWF UK creates a new mission ! World Wide Fund for Nature, UK |
| Journal: | Long Range Planning
1992 : APR, VOL. 25:2, p.63-68 |
| Index terms: | ENVIRONMENTAL PROTECTION ENVIRONMENTAL QUALITY ENERGY POLICY ORGANIZATIONAL GOALS SOCIAL RESPONSIBILITY UNITED KINGDOM |
| Language: | eng |
| Abstract: | At the annual planning excercise of World Wide Fund for Nature (WWF) UK in 1989, the management team initiated a new format that resulted in a new mission for the organization. The first task involved appraising the organization's current activities. The second stage involved answering the question "What sort of organization would you like to see WWF UK be in five years?" Ideas were examined and two statements emerged. They addressed priority issues including global warming , sources of energy misuse, ozone depletion, destruction of the rain forests and U.K. marine environment. This vision formed the basis for the 5-year action plan. The changes introduced are discussed. A clear statement of mission was developed for all members of WWF. |
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