Which term captures core beliefs and norms guiding behavior?

• A. Mission
• B. Strategic plan
• C. Values
• D. Strategic intent

Answer: (C)

Values are the beliefs about what matters and the norms that guide how people behave. They act as an internal compass, shaping decisions when rules aren’t explicit and aligning actions across the organization. Because values are shared and enduring, they determine everyday conduct, ethical standards, and cultural norms, and they influence how the mission is pursued and how strategies are carried out.

In contrast, a mission states the organization’s purpose, a strategic plan lays out specific actions and initiatives, and strategic intent describes a bold long-term objective that provides direction but doesn’t dictate daily behavior. So, values best capture the core beliefs and norms guiding behavior.