Mission statement

A mission statement is a brief statement of the purpose of a company or religious or other organization.

Companies sometimes use their mission statement as an advertising slogan, but the intention of a genuine mission statement is to keep members and users aware of the organization's purpose. In the case of public commercial companies, the primary purpose must always be to uphold the interests of shareholders, whatever the mission statement.

Structure of a mission statement

The following elements can be included in a mission statement. Their sequence can be different. It is important, however, that some elements supporting the accomplishment of the mission be present and not just the mission as a "wish".

• Purpose and values of the organization
• Which business the organization wants to be in (products or services, market) or who are the organizations primary "clients" (stakeholders)
• Which are the responsibilities of the organization towards these "clients"
• What are the main objectives which support the company in accomplishing its mission

Examples of mission statements

• "Provide society with superior products and services by developing innovations and solutions that improve the quality of life and satisfy customer needs, and to provide employees with meaningful work and advancement opportunities, and investors with a superior rate of return."—Merck
• "To enable people and businesses throughout the world to realize their full potential."—Microsoft
• "Organize the world's information and make it universally accessible and useful."—Google
• "Salem Methodist Church seeks to promote the spiritual, physical and educational well-being of all in the community of Smallthorne and neighbouring areas."[1]
• "The mission of the National Association of Evangelicals is to extend the kingdom of God through a fellowship of member denominations, churches, organizations, and individuals, demonstrating the unity of the body of Christ by standing for biblical truth, speaking with a representative voice, and serving the evangelical community through united action, cooperative ministry, and strategic planning."
• "Children who play together can learn to live together." PeacePlayers International

Stakeholder Conflict Resolution

The mission statement can be used to resolve differences between different business stakeholders. Stakeholders include: employees including managers and executives, stockholders, board of directors, customers, suppliers, distributors, creditors, governments (local, state, federal, etc.), unions, competitors, NGO's, and the general public. Stakeholders affect and are affected by the organization's strategies..

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References

• Hughes K. et al (2005). IT Fundamentals. Tertiary Press. Croydon, Victoria. ISBN 0-86458-488-1.