A long-range strategic intent, part of corporate or division strategy. A statement of the organization’s purpose—what it wants to accomplish in the larger environment. Organizations develop mission statements to share with mangers, employees, and possibly with customers. A clear thoughtful mission statement provides employees with a shared sense of purpose, direction, and opportunity. Good mission statements have three major characteristics.
These are:
(1) They focus on a limited number of goals,
(2) They stress the major policies and values the company wants to honour, and
(3) They define the major competitive scopes within which the company likes to operate.
