Today, most of the worldwide organisations consider the mission and mission statement of an organisation as an important principle. But are mission statements really necessary to be unique and successful in today’s business? And how such a mission statement of an organisation has to be formulated to be authentic, sharp and appropriate for the particular organisation? In the following essay, I would like to give the reader a theoretical background of mission and mission statement and discuss the role of mission statements. Therefore, in a first step the difference between mission and mission statement should be made clear. The reader should understand how such a mission statement has to be composed and what is the function behind all this. In a second step, appropriate examples of mission statements of several world-famous organisations from different industries will be shown, which gives the opportunity to discuss and scrutinize the role of mission statements in today’s world. The essay will be closed by a summary.
Table of Contents
1) Introduction
2) Mission and Mission Statement
2.1 Definition Mission
2.2 Mission Statement
2.2.1 Definition and whole Purpose of a Mission Statement
2.2.2 Broad vs. specific Mission Statements
2.3 The Role of Mission Statements
2.3.1 Non-Profit Organisations: Greenpeace
2.3.2 Services Sector: Royal Caribbean Cruises (RCL)
2.3.3 Consumer Goods Sector: Dean Foods
2.3.4 Consumer Goods Sector: Nike
3) Summary
4) Appendices
4.1 Mission Statement of Greenpeace
4.2 Mission Statement of Royal Caribbean Cruises
4.3 Mission Statement of Dean Foods
4.4 Mission Statement of Nike
5) List of References