Journal of

Marketing Development and Competitiveness

Scholar Gateway

Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

Alam-Yasin (p. 71-78)

Mattare-Monahan-Shah (p. 79-94)

Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF MANAGEMENT POLICY AND PRACTICE

A Comparative Analysis of Mission Statement Content and Readability

Author(s): James Rajasekar

Citation: James Rajasekar, (2013) "A Comparative Analysis of Mission Statement Content and Readability," Journal of Management Policy and Practice, Vol. 14, Iss. 6, pp. 131 - 147

Article Type: Research paper

Publisher: North American Business Press

Abstract:

The mission statement is an important organizational tool that forms the foundation for all other

organizational objectives and strategies. Furthermore, it helps a firm present itself favorably to the

public, as well as identify and respond to various stakeholders. Mission statements vary in length,

content, format, and specificity. Most practitioners and academicians in strategic management suggest

that an effectively written mission statement exhibits nine characteristics or mission statement

components. Since a mission statement is often the most visible and public part of the strategic

management process, it is important that it include most, if not all, of these essential components. The

purpose of this research is to evaluate the mission statements of Omani firms to determine whether the

components identified in the relevant literature are satisfactorily adopted in their mission statements and

to measure the readability levels of these mission statements. The findings indicate that the sample firms

generally did not include the needed components in their mission statements. However, the readability

level of those documents was optimal overall.