corporate mission A Flashcards
(25 cards)
How does Bart (2001) define mission statement?
a formal declaration that outlines an organisation’s fundamental purpose, guiding its strategy, values, and behaviour. It is meant to express why the organisation exists, what it aims to achieve, and how it distinguishes itself.
why should a mission statement be unique?
helps differentiate an organisation from its competitors.
what does a unique mission statement consist of?
encapsulates the organisations identity, differentiates from competitors by highlighting specific contributions and approach to achieveing its objectives
bart 2001
why is it important to address internal stakeholders in mission statements?
It fosters a shared sense of purpose, guiding employees’ actions and decisions, and promoting a cohesive organizational culture .
employees, management
bart 2001
why is it important to address external stakeholders in the mission statement?
It conveys the organization’s commitments and ethical stance, building trust and aligning expectations with clients, partners, and the broader community
customers, investors, community
bart 2001
what are the benefits of addressing both stakeholders?
ensures that the organization operates with transparency and accountability, fostering long-term relationships and sustainable success
What role does a mission play in providing organisational focus and setting future goals (Campbell & Yeung)?
offers strategic clarity and cultural cohesion by answering “What is our business and what should it be?”, aligning current strengths with long-term direction.
How does a mission statement help align the company with its stakeholders?
It articulates a shared purpose that blends business logic and moral principles, fostering emotional commitment—or a “sense of mission”—among employees.
What are the cognitive and affective elements in a mission statement?
The cognitive side is strategy (logic, “left brain”); the affective side is values and behaviour standards (emotion, “right brain”). Together, they create meaningful, value-driven action.
Why should core values be explicitly communicated in a mission?
Clear articulation of values links them to behaviour, embedding them in daily practice and reinforcing a strong, cohesive organisational identity.
What are the 8 essential components of a mission statement according to Pearce & David (1987)?
1) Target customers, 2) Principal products/services, 3) Geographical domain, 4) Core technologies, 5) Commitment to survival/growth, 6) Company philosophy, 7) Self-concept, 8) Desired public image.
Why are Pearce & David’s 8 components important?
Including all 8 enhances clarity and strategic direction, with high-performing firms more likely to use comprehensive mission statements.
structure
- intro
- framework of what it’s actually asking
- major theoretical lens
- critique od major theorteical lens
- summation
how do Pearce and David define mission statement?
argue it outlines macro-organisational concerns and is often the most visible and public part of strategic planning.
What makes a mission statement more than just a document?
It is relational—an ongoing strategic identity that guides purpose, culture, and values.
What dual role does a mission statement play internally and externally?
It drives internal culture and reflects back through external perceptions, forming part of both internal and external paradigms.
What fundamental human need does a mission help satisfy?
The need to belong.
How does inclusive language like “we” in mission statements influence stakeholders?
It creates group membership, making people feel part of the organisation.
What role does a mission play in organisational focus?
It clarifies core competencies and helps maintain direction even through societal change.
What does a strategic mission indicate about the company?
Where it wants to go—not just what it’s currently doing.
Why is focus on core competencies important?
Because societal norms shift, but core competencies should remain constant.
What is ‘brand user imagery’ and how does it connect to mission?
It’s when consumers visualise themselves with the brand—mission statements reinforce this identity.
What two key elements must a mission stimulate?
Thinking (cognitive) and feeling (affective).
How does a mission statement blend strategy and emotion?
It combines logical direction with emotional resonance—ethos.
