Mission Statement

In: Business and Management

Submitted By blaine
Words 1712
Pages 7
1. Introduction

Although not a guarantee for success, strategic management allows organisations to make effective long-term decisions, to execute those decisions efficiently and to take concrete actions as needed to ensure success ([Thompson & Strickland (1999)]). The importance of mission statements to the effective strategic management of business organisations is well documented in the literature. A mission statement is a general expression of the overriding purpose of an organisation that, ideally, is in line with the values and expectations of major stakeholders. Mission statements are often regarded as ‘enduring statements of purpose that distinguish one business firm from others’. Some theorists regard the organisation's mission as a ‘cultural glue’ which enables it to function as a collective unit. This ‘cultural glue’ consists of strong norms and values that influence the way in which people behave, how they work together and how they pursue the goals of the organisation ( [Campbell & Yeung (1991a)]). A well-designed mission statement is essential for formulating, implementing, and evaluating business strategy ( [David (2001)]).

The role of the mission statement in the strategic management of business firms has not been sufficiently highlighted in the research literature. As [Campbell & Yeung (1991a)] note, regarding the mission statement ‘there is little research into its nature and importance’. Since this refers to the management literature generally, it is not surprising that minimal attention has been paid to the role of mission statements in the strategic management of tourism and hospitality organisations. A major objective of this paper is to remedy this apparent neglect.

Specifically, this paper will address the following issues: first, it will discuss the nature of mission statements and the purposes for which they are used; second, the…...

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