Põhiidee, mille ümber organisatsiooni tegevus ehitatakse - abstraktsel tasemel kirjeldatud eesmärk, põhiuskumused ja -väärtused ning kuidas need mõjutavad organisatsiooni ja klientidele orienteerimist., An organizational goal that is more important to the well-being of the organization and its members than the more specific goals of interacting parties. / Guiding concepts, fundamental ideas around which a actions of organization are business is built – simple, usually stated at abstract level, have great meaning inside the organization, although outsiders may not see or understand them / Core beliefs and values and how these influence the organization’s orientation to customers, employees, shareholders and society at large*