MISSION STATEMENT THEORY AND PRACTICE: A CONTENT ANALYSIS AND NEW DIRECTION

Meredith E. David

Baylor University

Forest R. David

Strategic Management Textbook Author

Fred R. David

Francis Marion University

ABSTRACT

This study provides a theoretical foundation for researchers to examine mission

statements from a customer perspective, although historically these statements have been used

almost exclusively in a management context. A content analysis of nine mission statements

provides direction for researchers to examine statements, and practitioners to create and modify

statements, from a customer perspective. This study contributes to the marketing literature by

“initiating a new direction for mission statement theory and practice, whereby statements are

examined and written in a way to attract and keep customers externally, rather than solely being

used internally in strategic planning and to motivate employees/managers.” This study marries

the mission statement and customer satisfaction literatures, creating a fruitful new area for

marketing research and practice. The new approach will hopefully enable mission statements to

finally, after thirty years of management research, accomplish their mission as a core part of

marketing strategy.