Elsevier

Business Horizons

Volume 40, Issue 3, May–June 1997, Pages 59-66
Business Horizons

Corporate identity: The role of mission statements

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  • Mission statements and financial and sustainability performance: An exploratory study of Benefit Corporations certified as B Corps

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    Specifically, some mission statements addressed specific categories of external stakeholders such as customers, the environment and society. This result confirms the importance of including all stakeholder groups in mission statements (Bartkus et al., 2006), particularly customers as the most frequently mentioned stakeholder (Bart, 1997a, 1997b; Leuthesser & Kohli, 1997). However, unlike previous studies, this study found that the sample firms neglected two categories of stakeholders that are typically mentioned: employees and investors.

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    The early perspectives focused on conceptualization of the mission as the core of an organization, its raison d’être, and its identity (Drucker, 1974). Later research focused on implementation of the mission, conceiving it as a strategic tool for management and marketing (Leuthesser and Kohli, 1997). In a similar vein, research on missions in the social enterprise setting has undergone similar steps, starting with research on the content of the mission in the social enterprise (Bartkus et al., 2004) with implications of the duality or even multiplicity of goals (Barraket et al., 2016).

  • Mission statements and performance: An exploratory study of science parks

    2020, Long Range Planning
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    Klemm et al. (1991) observed that mission statements are seen by managers as having a more important role internally than externally. This observation is shared by other authors who have found that many companies do not publicize their missions outside the company, either on their webpages (Bart et al., 2001) or in their annual reports (Leuthesser and Kohli, 1997). Based on this premise, a questionnaire was designed.

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Lance Leuthesser is a professor of marketing and Chiranjeev Kohli is an associate professor of marketing, both at California State University,

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