MISSION STATEMENT THEORY AND PRACTICE: A CONTENT …

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. This study contributes to the marketing literature by initiating a new direction for MISSION STATEMENT THEORY and practice, whereby statements are examined and written in a way to attract and keep customers externally, rather than solely being used internally in strategic planning and to motivate employees/managers.

“reason for being” and distinguishes one organization from other similar enterprises (Campbell & Yeung, 1991; Pearce, 1982; Pearce & David, 1987). Various benefits of having a clear mission statement are provided in the management

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  Campbell, David

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