week 2 Flashcards
(22 cards)
How does Bart (2001) define a mission statement?
A mission statement is “a formal written document intended to capture an organization’s unique raison d’être. It should answer: why do we exist, what is our real purpose, and what are we trying to accomplish.”
What internal purpose does a mission statement serve?
It guides decision-making, fosters shared values and purpose, and aligns employees with organisational goals. (Bart, 1997; Bartkus et al., 2002; Selznick, 1957; Stone, 1996)
What strategic role does a mission statement play according to Tanković (2013)?
It presents the starting point for creating a strategy by defining who the organisation is and what it does.
What does Falsey (1989) say a mission statement tells us?
It tells two things: who the company is and what it does.
Which stakeholders should a mission statement address?
Management, employees, customers, clients, shareholders, and the wider community.
According to Pearce & David (1987), what visibility does the mission statement have?
It outlines macro-organisational concerns and is often the most visible and public part of a strategic plan.
What is the Elaboration Likelihood Model (ELM) by Petty (1986)?
A persuasion model suggesting people are influenced via a central route (rational) or a peripheral route (emotional/superficial cues).
Why is ELM relevant to mission statements?
Mission statements must engage both rational and emotional thinking to persuade multiple audiences effectively.
What does Cross (1991) say about the goal of corporate correspondence?
How do Bartkus, Glassman, and McAfee (2000) define the mission statement’s main function?
As a communication tool to realistically communicate product and market objectives to stakeholders.
What makes a good mission statement, according to Bartkus et al. (2000)?
One that defines the business and suggests a future goal.
What rhetorical effect does the use of “we” have in mission statements?
It claims group membership and fosters a shared identity with the audience (Beason, 1991).
What is ‘ethos’ in persuasive communication?
The appeal to the communicator’s credibility and character (Aristotle).
What are the other two rhetorical appeals besides ethos?
Logos (logic and reason) and Pathos (emotional appeal).
How do Collins & Porras (1991) define core values?
As an organisation’s foundational beliefs about business, ethics, humanity, society, and inviolable principles.
What are some of the Eight Key Components of a Mission Statement (Pearce & David, 1987)?
Customers, products/services, markets, technology, philosophy, self-concept, public image, and concern for employees and survival/profitability.
What is meant by “Be Compelling” in the context of mission statements?
Mission statements should inspire, differentiate, and emotionally engage audiences to reflect brand identity and purpose.
Give an example of LEGO’s mission statement.
“To inspire and develop the builders of tomorrow.”
Give an example of Apple’s mission statement.
“To bring the best user experience to customers through innovative hardware, software and services.”
What is Starbucks’ mission statement?
“To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
What is Disney’s mission statement?
“To be one of the world’s leading producers and providers of entertainment and information.”
What is Coca-Cola’s mission statement?
“To refresh the world…To inspire moments of optimism and happiness…To create value and make a difference.”
