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Abstract

Details

Comprehensive Strategic Management
Type: Book
ISBN: 978-1-78714-225-1

Article
Publication date: 13 April 2022

Alexis Bajalia Fitzsimmons, Yufan Sunny Qin and Eve R. Heffron

Purpose statements persuade stakeholders of companies' reasons for being. The goal of this study was to analyze how purpose-driven companies craft their purpose, mission

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Abstract

Purpose

Purpose statements persuade stakeholders of companies' reasons for being. The goal of this study was to analyze how purpose-driven companies craft their purpose, mission and vision statements and whether and how purpose statements differ from mission and vision statements.

Design/methodology/approach

This quantitative content analysis explored the brand personality traits, mission statement components and corporate ethos appeals that purpose-driven companies included in their purpose, mission and vision statements.

Findings

Results provide implications for corporate leaders and communicators who write these statements as well as theoretical implications related to brand personality, rhetorical theory and corporate ethos.

Practical implications

This research provides practical implications for corporate leaders and communication professionals about how to craft these statements, what components they might include and the potential benefits and downfalls of not clearly differentiating among purpose, mission and vision statements.

Originality/value

While several studies have compared differences between mission and vision statements, there is a lack of academic literature on how companies craft purpose statements. This study added to this body of knowledge on corporate communication.

Details

Journal of Communication Management, vol. 26 no. 2
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 26 July 2013

Zulhamri Abdullah, Shahrina, Nordin and Yuhanis Abdul Aziz

The purpose of this paper is to examine the current state of mission and vision statements on corporate websites of Malaysian and Singaporean corporations based on Aaker's…

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Abstract

Purpose

The purpose of this paper is to examine the current state of mission and vision statements on corporate websites of Malaysian and Singaporean corporations based on Aaker's brand personality dimensions and analyze how the dimensions are effectively used to develop a unique corporate identity.

Design/methodology/approach

Content analysis is employed to examine similarities and differences for 300 Malaysian and 214 Singaporean consumer corporations based on Aaker's big five brand personality framework.

Findings

Generally most companies tend to publish and communicate their mission and vision statements visibly to general stakeholders. First, both Malaysian and Singaporean companies have weak brand personality dimensions which reflect the projection of corporate identity of companies. Second, there is a significant difference in the brand personality dimensions between Malaysian and Singaporean consumer corporations. Finally, evidence showed that most Malaysian and Singaporean companies rather failed to position themselves in the marketplace using brand personality dimensions in their vision and mission statements. This may affect their overall organizational direction in building a unique corporate identity and gaining competitive advantages within the context of a global business environment.

Practical implications

The study acknowledges the increase in communicating the mission and vision statements on the corporate websites of Malaysian and Singaporean corporations. However, there is a need for corporations in Malaysia and Singapore to orchestrate their core competence in order to develop a unique corporate identity in a global business environment.

Originality/value

The study contributes to the corporate identity literature in providing an insight into how corporations communicate the desired brand personality through their websites for the critical inquiry of the dominant coalition and main stakeholders.

Details

Marketing Intelligence & Planning, vol. 31 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Open Access
Article
Publication date: 28 October 2020

José Satsumi López-Morales, Antonio Huerta-Estévez, Myrna Guadalupe Andrade-Estrada and Claudia Guadalupe Zarrabal-Gutiérrez

The activities carried out in ports are disruptive to the environment where they are located. Therefore, the objective of this work is to analyze the presence of corporate…

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Abstract

Purpose

The activities carried out in ports are disruptive to the environment where they are located. Therefore, the objective of this work is to analyze the presence of corporate social responsibility (CSR) in the missions and visions of the main ports of Latin America.

Design/methodology/approach

A qualitative technique of content analysis was applied to the missions and visions of 72 ports in Latin America. First, the missions and visions of the ports were collected (72). Second, it was assigned a value 1 if the mission had any evidence of CSR, 0 if it had no evidence and “-” if the mission was not found. The same procedure was performed with the visions.

Findings

Results indicate that 20.83% of the ports allude to CSR in their missions, 34.72% of the ports allude to it in their missions and visions and 13.88% only allude to it in their visions (22 ports did not mention it in their missions or their visions). So, the main findings indicate that in Latin America the majority of ports do not consider elements of CSR in their missions and visions.

Originality/value

This paper is mainly focused on covering two gaps in the literature: first, to increase knowledge about the strategic bases of ports in Latin America through their missions and visions; and second, to visualize the coherence of the missions and visions with the activities of CSR.

Details

Marine Economics and Management, vol. 3 no. 1
Type: Research Article
ISSN: 2516-158X

Keywords

Article
Publication date: 8 February 2016

Nadeem Yousaf

The purpose of this paper is to discuss the importance of mission and vision in the process of state development. Using the case of Pakistan, it will be argued that state…

Abstract

Purpose

The purpose of this paper is to discuss the importance of mission and vision in the process of state development. Using the case of Pakistan, it will be argued that state organizations do not develop and find the right direction without outlining a clear mission and vision which will be beneficial to all citizens, who are the real stakeholders.

Design/methodology/approach

Yin (2003) and Baxter and Jack (2008) argue that case study is an enriched method to explore a complex relationship. The complex relationship may be understood better by qualitative methods than quantitative. Following their suggestion, case study method will be adopted to understand the relationship between the mission and vision and state development. In this study, Pakistan will be used as a case. Moreover, the technique of historical analysis will be employed to understand this relationship. Historical analysis is important because the repercussions of current actions can only be evaluated in the future.

Findings

The paper shows the importance of “mission and vision” for state development. Using Pakistan as the case, it is argued that a state can lose its direction without having a clear mission and vision. It is further contended that it is not erection of institutions or verbal/written pronouncements and slogans, but a strong commitment to the mission and the vision brings the required change, which helps to develop a state. In the future research, the researcher can further examine the role of mission and vision in relation to state development.

Research limitations/implications

The limitation of this study is that it has only focussed on the leadership and politics of Pakistan. In the future, a comparative study investigation may be useful.

Practical implications

The research is useful for political leaders, political scientists and public management researchers.

Originality/value

The research is unique and original that it evaluates the role of leadership and the development of the state from the perspective of mission and vision, which has not been done in the earlier research. Moreover, the paper elaborates the concept of state development.

Details

International Journal of Public Leadership, vol. 12 no. 1
Type: Research Article
ISSN: 2056-4929

Keywords

Article
Publication date: 1 July 2022

Zulhamri Abdullah, Chinedu Eugenia Anumudu and Syed Hassan Raza

This study aims to examine the current state of mission and vision statements on the company websites of fast-growing Malaysian and Singaporean small- and medium-sized…

Abstract

Purpose

This study aims to examine the current state of mission and vision statements on the company websites of fast-growing Malaysian and Singaporean small- and medium-sized enterprises (SMEs) and analyze how these attributes are functionally used to build a distinct digital organizational identity.

Design/methodology/approach

The content analysis method was used to examine the similarities and differences among 170 Malaysian and Singaporean-selected SMEs based on Aaker’s five brand personality scales.

Findings

The findings demonstrated that there were explicit discrepancies between Malaysian and Singaporean SMEs in the applications of brand personality attributes. The findings also identified an increase in communicating mission and vision statements on the websites of both Malaysian and Singaporean SMEs. This emphasizes the need for Malaysian and Singaporean companies to intensify their efforts to develop a notable digital organizational identity.

Research limitations/implications

This study endeavors to provide novel insights into the digital communication practices of SMEs in building digital organization identity based on brand personality elements. Therefore, this study theoretically advances Aaker’s brand personality framework by incorporating digital organizational identity as a concept of Aaker’s brand personality from the SME perspective. This study contributes to the organizational identity literature by highlighting the need for these SMEs to integrate brand personality dimensions to compete with leading global companies.

Practical implications

The findings indicate that managers of SMEs can develop a unique digital organizational identity by communicating their vision and mission statements on their websites as a strategic asset for sustaining corporate reputation.

Originality/value

To date, little is known about the inevitable adaptation and application of communication that occurs when using digital means to develop a digital organizational identity. To the best of the authors’ knowledge, this is the first study to establish how Asian SMEs communicate their unique brand personality through websites to build their digital organizational identity.

Article
Publication date: 2 February 2010

Diana Ingenhoff and Tanja Fuhrer

The purpose of this paper is to examine the current state of mission and vision statements on corporate web sites and to analyze differentiation strategies through the use…

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Abstract

Purpose

The purpose of this paper is to examine the current state of mission and vision statements on corporate web sites and to analyze differentiation strategies through the use of online brand personality attributes in order to find if and how the attributes are effectively used to build up a unique corporate identity.

Design/methodology/approach

Content analysis is used to investigate similarities and differences between sectors and industries in Switzerland, based on the brand personality scale of Aaker. Also, the paper focuses on the impact of the communication of brand personality elements, in terms of positioning and differentiation, using correspondence analysis.

Findings

The claim that companies do present brand personality by frequently communicating respective attributes through mission and vision statements published on their web site are supported. However, top management does not seem to be geared towards industry norms when phrasing the statements, as a considerable similarity in statement content is found across industries. The results show that companies position themselves using their competitors as a frame of reference.

Research limitations/implications

The results may lack generalizability to small and medium‐sized businesses and other industries.

Practical implications

As most companies in the study position themselves using the same attributes and specifically emphasize “competence,” the results include practical implications for the need to develop uniqueness and differentiation by other means.

Originality/value

This paper discovers a gap between the claim that organizations seek uniqueness in their personality attributes and the reality of their involvement in mutual coorientation when defining their identity, forcing them to adapt to each other.

Details

Corporate Communications: An International Journal, vol. 15 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 13 February 2019

Jonghun Sun, Jeong Won Lee and Young Woo Sohn

The purpose of this paper is to examine the role of meaning of work as a linking mechanism between the perception of work context and turnover intention within the rarely…

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Abstract

Purpose

The purpose of this paper is to examine the role of meaning of work as a linking mechanism between the perception of work context and turnover intention within the rarely studied context of social enterprises.

Design/methodology/approach

Drawing on meaning of work theories, an integrated research model was developed. Data were collected using questionnaires from 315 full-time employees at 114 social enterprises in Korea. Mediated and moderated structural equation models were used to assess the hypotheses.

Findings

Social mission was fully mediated by meaning of work to predict low turnover intention, and shared vision was partially mediated to predict the same. The authors also found that the positive relationship between social mission and meaning of work was stronger when shared vision was higher.

Originality/value

This study extends previous literature on managerial psychology (i.e. meaning of work and turnover) in the context of a new but increasingly prevalent organizational form, social enterprises. It also provides practical advice for managers seeking to retain employees and encourage the sustainability of the social enterprise sector.

Details

Journal of Managerial Psychology, vol. 34 no. 1
Type: Research Article
ISSN: 0268-3946

Keywords

Article
Publication date: 1 August 2001

Hubert K. Rampersad

Visionary management is a key issue for all organizations. It is a never‐ending journey toward competitive advantage. By making visionary thinking a part of your daily…

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Abstract

Visionary management is a key issue for all organizations. It is a never‐ending journey toward competitive advantage. By making visionary thinking a part of your daily routine, you will integrate it into all aspects of your work. This should become your organization’s way of life. This article introduces a visionary management model, based on an ambiguous mission, vision, core values, smart goals, strategies, critical success factors, and related performance indicators. It is based on the most recent book of the author.

Details

The TQM Magazine, vol. 13 no. 4
Type: Research Article
ISSN: 0954-478X

Keywords

Article
Publication date: 1 May 1994

The following exchange of opinions was condensed from the “Dilemmas of Planning” session, chaired by Dan Simpson, Director of Strategy and Planning, The Clorox Company…

Abstract

The following exchange of opinions was condensed from the “Dilemmas of Planning” session, chaired by Dan Simpson, Director of Strategy and Planning, The Clorox Company. The panelists were: Paula Cholmondeley, Vice President, Business Development and Global Sourcing, Owens Corning Fiberglas; Jean‐Yves Gueguen, Vice President, Corporate Planning and Development, American Express; Brian Marsh, Head of Planning Consultancy, Shell International Petroleum (London); Pete Schavoir, IBM Director of Strategy (retired), The IBM Corporation; and Gordon Shaw, Executive Director, Planning and International, 3M. The opinions expressed are the personal ones of panelists.

Details

Planning Review, vol. 22 no. 5
Type: Research Article
ISSN: 0094-064X

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