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A Comparison of the Quality of European, Japanese and U.S. Mission Statements:: A Content Analysis

Author

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  • Bartkus, Barbara R.
  • Glassman, Myron
  • McAfee, R. Bruce

Abstract

This study assesses the quality of European, Japanese, and U.S. firms' mission statements by comparing the content of firms' statements to the recommendations in the academic literature. Three measures of "quality" were employed: (1) identification of specific stakeholder groups; (2) inclusion of specific components (industry, target customer, geographic scope, values, motivational messages, distinctive competence, future orientation, and financial objective); (3) achievement of four objectives: communicates direction, assists in control, guides decision making, and motivates employees. The study found that few firms included all stakeholder groups, most firms included about half of the recommended components, and most statements did not meet all of the recommended objectives. Overall, although regional differences were found, our results suggest that the statements fall short of meeting the quality criteria suggested in the academic literature.

Suggested Citation

  • Bartkus, Barbara R. & Glassman, Myron & McAfee, R. Bruce, 2004. "A Comparison of the Quality of European, Japanese and U.S. Mission Statements:: A Content Analysis," European Management Journal, Elsevier, vol. 22(4), pages 393-401, August.
    • Handle: RePEc:eee:eurman:v:22:y:2004:i:4:p:393-401
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    Citations

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    Cited by:

    1. S. Desmidt & A. Heene, 2006. "Mission Statement Perception: Are We All on the Same Wavelength? A Case Study in a Flemish Hospital," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 06/423, Ghent University, Faculty of Economics and Business Administration.
    2. Lara Penco & Giorgia Profumo & Roberta Scarsi, 2017. "Stakeholder Orientation in Cruise Lines’ Mission Statements," Sustainability, MDPI, vol. 9(11), pages 1-24, November.
    3. Bortnowska Hanna & Seiler Bartosz, 2022. "CSR in mission statements of Polish chemical industry companies (content analysis results)," Management, Sciendo, vol. 26(2), pages 1-23, December.
    4. Odile Paulus, 2008. "La déclaration de mission, une revue de la littérature," Working Papers of LaRGE Research Center 2008-13, Laboratoire de Recherche en Gestion et Economie (LaRGE), Université de Strasbourg.
    5. Law, Kris M.Y. & Breznik, Kristijan, 2018. "What do airline mission statements reveal about value and strategy?," Journal of Air Transport Management, Elsevier, vol. 70(C), pages 36-44.
    6. Dmitry A. Ruban & Natalia N. Yashalova & Vladimir A. Ermolaev, 2021. "Is Environment a Strategic Priority of the Leading Energy Companies? Evidence from Mission Statements," Sustainability, MDPI, vol. 13(4), pages 1-18, February.
    7. Barbara Bartkus & Myron Glassman, 2008. "Do Firms Practice What They Preach? The Relationship Between Mission Statements and Stakeholder Management," Journal of Business Ethics, Springer, vol. 83(2), pages 207-216, December.
    8. Dmitry A. Ruban & Natalia N. Yashalova, 2021. "Lost in Missions? Employees as a Top Strategic Priority of the World’s Biggest Banks," JRFM, MDPI, vol. 14(2), pages 1-11, January.
    9. Feiran Dong & Yongzhen Xie & Linjun Cao, 2019. "Board Power Hierarchy, Corporate Mission, and Green Performance," Sustainability, MDPI, vol. 11(18), pages 1-27, September.
    10. Ethem Duygulu & Emir Ozeren & Pınar Işıldar & Andrea Appolloni, 2016. "The Sustainable Strategy for Small and Medium Sized Enterprises: The Relationship between Mission Statements and Performance," Sustainability, MDPI, vol. 8(7), pages 1-16, July.
    11. Jongdo Jeon & Keun Tae Cho, 2021. "Differences in Readability, Keywords, and Orientation of Mission Statements of the Top 100 Korean and Top 100 US Traditional and Innovative Companies," Sustainability, MDPI, vol. 13(18), pages 1-24, September.
    12. Fahad Alolayan & Wided Ragmoun & Hanene Saidi, 2018. "An Exploratory Approach of the Mission Statement: Case of Saudi Arabia Business Schools," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(3), pages 200-200, February.

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