The power of missions: Aligning strategy and culture
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. https://doi.org/10.1108/eb054369
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