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Article
Publication date: 1 April 1996

Terri A. Scandura, Howard Gitlow, Siew Choi Yau and Jill Greengarten‐Jackson

Empirically examines mission statements in Fortune 50 service and Fortune 50 industrial corporations. Content analysis revealed underlying issues and structures of mission

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Abstract

Empirically examines mission statements in Fortune 50 service and Fortune 50 industrial corporations. Content analysis revealed underlying issues and structures of mission statements. Additional analysis indicated that there are issues which can be addressed by a mission statement, as well as issues which cannot be addressed. Concludes with an example of an ideal mission statement and an ideal vision statement.

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International Journal of Quality Science, vol. 1 no. 1
Type: Research Article
ISSN: 1359-8538

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Article
Publication date: 1 March 1998

Christopher Hackley

An agenda for a social constructionist perspective on corporate communication. It seeks to do so by focusing on the mission statement as an aspect of corporate…

Abstract

An agenda for a social constructionist perspective on corporate communication. It seeks to do so by focusing on the mission statement as an aspect of corporate communications. Previously unpublished research on mission statement design and use in the UK is used as a basis for an analysis of the theoretical assumptions which are often presupposed in corporate communications. It is suggested that these assumptions represent one (cognitivist) model of communication meaning‐making. The alternative model of socially constituted meaning‐making is developed in the context of mission statement use. Some further, more general suggestions are made concerning the implications of social constructionism for corporate communications.

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Corporate Communications: An International Journal, vol. 3 no. 3
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 12 June 2009

Mohammad Taghi Alavi and Azhdar Karami

The main purpose of this paper is to examine the relationship between mission statements and firm performance in the small to medium‐sized enterprise (SME) sector.

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4612

Abstract

Purpose

The main purpose of this paper is to examine the relationship between mission statements and firm performance in the small to medium‐sized enterprise (SME) sector.

Design/methodology/approach

This research is based on an empirical survey of small and medium‐sized enterprises located in science parks in the UK. A postal questionnaire was the main data collection instrument for this research. A combination of qualitative and quantitative approaches is employed for data analysis.

Findings

The important conclusions reached are that the existence of mission statements in the studied firms was associated with firm performance. It is also found that organisational performance is significantly associated with the degree of non‐managerial employees' involvement in the process of mission statement development. Finally, the presence of financial goals in the studied firms' mission statements were negatively associated with firm performance.

Research limitations/implications

The present study is concerned with the relationship between mission statement and organisational performance in SMEs. A further study is recommended to investigate the impact of involvement and engagement with both mission statement formulation and evolution and the strategic decision‐making process, specifically decision‐making processes in SMEs.

Practical implications

In order to increase firm performance, it is recommended that practitioners develop a meaningful mission statement and increase the involvement of their non‐managerial employees in the development of the mission statement.

Originality/value

The principal contribution of this first study is the attempt to explore the nature and role of the mission statement in enhancing organisational performance.

Details

Journal of Management Development, vol. 28 no. 6
Type: Research Article
ISSN: 0262-1711

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

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Article
Publication date: 14 September 2012

William Phanuel Kofi Darbi

High performing firms have been associated with “quality” mission statements defined by the choice of components. In an attempt to extend our knowledge in order to give…

Abstract

Purpose

High performing firms have been associated with “quality” mission statements defined by the choice of components. In an attempt to extend our knowledge in order to give more legitimacy to these claims and also provide more local and relevant reference for Ghana‐based firms, the purpose of this paper is to investigate, through a component analysis, how high‐performing Ghana‐based firms define their mission.

Design/methodology/approach

Mission statements of 50 of the Ghana Club 100 firms, primarily extracted from the official web sites, Initial Public Offer prospectuses and annual reports of the firms, were subjected to content analysis which evaluated and scored the mission statements based on the occurrence of 20 specific components.

Findings

The paper found that high‐performing Ghana‐based firms define missions to include components that the literature uses to measure quality; and these are similar to those of the UK, Canada and Ireland. Based on the ranking of the components, three categories were identified: the imperatives, the highlights, and the adjuncts.

Research limitations/implications

The paper lumped together all firms irrespective of industry or sector. There is, therefore, the need to conduct further research to identify possible industry or sectoral differences, for better insight and relevance.

Practical implications

Ideas generated in this paper provide a guide to practitioners and firms regarding how they can develop mission statements, drawing on experiences of high‐performing Ghana‐based firms.

Originality/value

This is the first attempt to study how high‐performing Ghana‐based firms define their mission and hence is a major contribution to the scarce if not non‐existent Africa‐specific studies. It also provides a more prescriptive approach to crafting mission statements by proposing hierarchies of the components of mission statements.

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African Journal of Economic and Management Studies, vol. 3 no. 2
Type: Research Article
ISSN: 2040-0705

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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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2742

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

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Article
Publication date: 12 June 2017

Ishfaq Ahmed, Muhammad Musarrat Nawaz, Rizwan Qaisar Danish, Ahmad Usman and Muhammad Zeeshan Shaukat

It is believed that the core aim of Islamic institution is idiosyncratic from conventional business entities. Considering this presumption, this study aims to reveal the…

Abstract

Purpose

It is believed that the core aim of Islamic institution is idiosyncratic from conventional business entities. Considering this presumption, this study aims to reveal the understandings of various stakeholders about objectives of Islamic banks.

Design/methodology/approach

The research endeavor is based on the findings of two distinctive studies, where Study 1 was aimed at investigating the communication of objectives through mission statements of Islamic banks and conventional banks with window operations. Here, mission statements were analyzed using content analysis and readability and understandability tests. Study 2, on the other hand, was aimed at investigating the understandings of various stakeholders, both internal (employees) and external (Muslim and non-Muslim customers of both Islamic and conventional banks, employees and management of conventional banks and business students). In total, 370 responses were received and analyzed in this study.

Findings

The findings (Study 1) unveil, the fact, that the mission statements of Islamic banks working in Pakistan are not good at communicating the corporate goals clearly. Out of ten banks investigated for Study 1, it is evident that only one bank (HBL, with window operations) was at par with readability threshold standards. Thus, it was imperative to share that mission statements of Islamic banks are difficult to read and comprehend. Study 2 adds further by revealing that most of the stakeholders are not clear about the objectives of these banks, while customers of conventional banks do not value the distinctive objectives of Islamic banks.

Research limitations/implications

This study leaves a valuable message for the policy makers and top management of Islamic banks by focusing on the unattended part on their end, i.e. quality of mission statements and stakeholders’ perception about the objectives of their organization, thus highlighting the needs of greater emphasis on the communication flow to stakeholders, as the clarity of business purpose may change the way customers react toward the business and opt for banking – customer relation in future.

Originality/value

This study covers a multi-dimensional investigation of the understanding and communication of objectives of Islamic banks. There is dearth of literature focusing on the aspects of content analysis, mission statement readability and understandability and investigation of stakeholders’ perception in tandem.

Details

Journal of Islamic Accounting and Business Research, vol. 8 no. 3
Type: Research Article
ISSN: 1759-0817

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Article
Publication date: 14 March 2017

Linda R. Wadas

The purpose of this paper is to determine how academic library mission statements are related to their parent institution mission statements.

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1466

Abstract

Purpose

The purpose of this paper is to determine how academic library mission statements are related to their parent institution mission statements.

Design/methodology/approach

Using a random sample of the US colleges and universities, library and their respective college or university mission statements were compared using discourse analysis.

Findings

This study shows a very weak link between college or university mission statements and library mission statements in the majority of cases.

Originality/value

This paper opens a discussion of the value and purpose of library mission statements with the context of parent institution mission statements.

Details

Library Management, vol. 38 no. 2/3
Type: Research Article
ISSN: 0143-5124

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Article
Publication date: 1 September 2003

Tahir Sufi and Howard Lyons

In the strategic management literature mission statements are said to be an inseparable part of corporate strategy. It has been argued that they have an impact on the…

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12642

Abstract

In the strategic management literature mission statements are said to be an inseparable part of corporate strategy. It has been argued that they have an impact on the performance of the organization, yet the evidence is unclear. This study is an investigation into the relationship between the financial success of hospitality enterprises and their mission statements. Mission statements of 30 top hospitality enterprises were evaluated. This sample is of significance as it represents some of the largest corporations, and about 200 of the largest brands in the hospitality industry. The mission statements were scored and these scores were tested for correlation with three financial performance indicators. The results indicated that while there was a statistically significant correlation between the mission statements and the annual turnover, there was no significant correlation with the net profit margin or the return on equity. The article concludes by considering how firms may improve their performance by better managing their mission statements.

Details

International Journal of Contemporary Hospitality Management, vol. 15 no. 5
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 2 April 2019

Inés Alegre, Jasmina Berbegal-Mirabent and Adrian Guerrero

Mission statements are a key element of any organization. Ideally, the mission statement should be written at the initial stages of an organization’s life to be a useful…

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467

Abstract

Purpose

Mission statements are a key element of any organization. Ideally, the mission statement should be written at the initial stages of an organization’s life to be a useful tool to guide future organization’s decisions and strategy. However, at the early stages of an organization’s life, the organization might still be under development with the objective and stakeholders not yet well-defined, and therefore, stating the mission so early on, might neglect some important elements. In this paper, the authors explore the difference in mission statement quality between missions that have been created at the birth stage of an organization versus missions that are just explicitly formulated once the organization is already well-established and an underlying implicit mission already exists. The authors use as an empirical setting university research parks.

Design/methodology/approach

The authors evaluate mission statement quality using content analysis. The authors then test the differences on mission statement quality between two groups of research parks, those that have followed a creation strategy versus those that have followed a formulation strategy, using mean of differences test.

Findings

The authors find that a formulation strategy produces more complete mission statements than the creation strategy. Research parks that have followed a formulation strategy include in their mission statements more references to relevant stakeholders, such as investors, than parks following a creation strategy with respect to their mission statement.

Research limitations/implications

The research setting is Spanish Science Parks. This research setting is appropriate to answer the research question, as two Park creation strategies, planned and unplanned, allow the researchers to clearly differentiate between two mission conception strategies. However, the sample size is rather small.

Practical implications

Research has shown that a well-defined mission helps organizations focus and strategy formulation. The authors’ research offers some guidance on how to achieve a high-quality mission statement which will, in turn, help organizations have a better definition of their purpose.

Originality/value

Research until now has assumed that the mission statement should be formulated at the initial stages of the organization’s life. The authors’ research shows that defining the mission statement later in the process creates higher-quality mission statements that better reflect the organizations purpose and relevant stakeholders.

Details

Journal of Business Strategy, vol. 40 no. 5
Type: Research Article
ISSN: 0275-6668

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