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The power of missions: Aligning strategy and culture

Andrew Campbell (Founding director of Ashridge Strategic Management Centre in London, England)

Planning Review

ISSN: 0094-064X

Article publication date: 1 May 1992



Mission statements by themselves are of very little value. Some companies have good mission statements, but their management teams often lack a sense of purpose. In other companies, management teams have a clarity of vision and enthusiasm that is awe‐inspiring, without having a mission statement. Mission statements in and of themselves are not important — creating a management team with a sense of mission is crucial.


Campbell, A. (1992), "The power of missions: Aligning strategy and culture", Planning Review, Vol. 20 No. 5, pp. 10-63.




Copyright © 1992, MCB UP Limited

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