Getting the Mission Right: The College of Health Care Professions
The case examines Eric Bing's initiatives as Chancellor and CEO of the College of Health Care Professionals (CHCP) to implement transformative changes in the college's business model and organizational structure. Bing's ambition is to transform CHCP, which has traditionally been a classroom-based approach, into a blended learning model that increases flexibility and integrates web-enabled learning. Facing strong resistance by most of the faculty and staff, the centerpiece of Bing's efforts to overcome opposition was the creation of an inspiring mission statement. By shifting CHCP's mission in favor of transforming the lives and facilitating the success of adult marginalized students, Bing was able to unify the employees and generate a decade's long run of over 10% annual growth. By 2024, CHCP had 10 campuses in Texas and had become the largest allied health care training provider across the state.
The case is designed to help students gain a deeper understanding of the role and influence of organizational mission statements. Key learning objectives include:
1. Recognize how an inspiring mission statement can be a leader's most effective tool in aligning a company;
2. Highlight the impact of effective leadership in overcoming opposition to change;
3. Understand the vital function of a clear and constant mission in shaping organizational culture and in influencing employee behaviors, attitudes, and performance
