A recipe for mission and vision statements

Abstract

Introduces a method to enhance existing mission and vision statements. The format of the initial statement is changed to (1) suggest an action, (2) identify this action only vaguely, and (3) include a social categorization. Discusses some consequences of the Unifying Action Declarations, including examples from experiential group events and from a high tech consulting firm. The resulting “Unifying Action Declarations” allow leaders to use group formation forces to help motivate task performance.

Citation

Tarnow, E. (1997), "A recipe for mission and vision statements", Journal of Marketing Practice: Applied Marketing Science, Vol. 3 No. 3, pp. 184-189. https://doi.org/10.1108/EUM0000000004386