Transcription of MISSION STATEMENT THEORY AND PRACTICE: A …
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MISSION STATEMENT THEORY AND PRACTICE: A …
MISSION STATEMENT THEORY AND PRACTICE: A CONTENT analysis AND NEW DIRECTION Meredith E. David Baylor University Forest R. David Strategic Management Textbook Author Fred R. David Francis Marion University ABSTRACT This study provides a theoretical foundation for researchers to examine MISSION statements from a customer perspective, although historically these statements have been used almost exclusively in a management context. A content analysis of nine MISSION statements provides direction for researchers to examine statements, and practitioners to create and modify statements, from a customer perspective.
International Journal of Business, Marketing, and Decision Sciences Volume 7, Number 1, Summer 2014 95 The content analysis of real mission statements provided herein yields both research and practical guidelines for firms to create, modify, and …
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