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Dave Williams has taken over as CEO for MBC Corporation and wants to change the mission statement of the company. However, he needs to get approval from four shareholders: a former board chairman, his father and current board chairman, and two members of his own executive team. Williams must navigate the varying dynamics and opinions of the shareholders to gain their buy-in and create a new mission statement that will take MBC on a new path for the future.

The concept this case addresses is that of the mission statement and how it is used to align an organization and its stakeholders. After students have analyzed this case, they will be able to:

• Communicate the importance of a mission statement

• Engage stakeholders in the creation of a mission statement

• Implement a new mission and culture at an organization

Communicate the importance of a mission statement

Engage stakeholders in the creation of a mission statement

Implement a new mission and culture at an organization