scholarly articles on vision and mission statements


think that the best mission statements simply define company’s business and suggest future products and market objectives. Healthcare organisations, probably the world over but certainly in the UK, have aped corporate behaviour in other sectors in establishing statements of mission, vision, and values that purport to describe why they exist and set aspirational direction.

A vision statement is a statement of an organization’s overarching aspirations of what it hopes to achieve or to become. However, sometimes the two terms are used interchangeably. (Bartkus et al., 2000). Even though strategic management distinguishes between vision and mission statements, many companies confuse them and put them together in the same statement (Sufi & Lyons, 2003). mission statement is simply, “To make people happy.” If the company’s mission had been to make the world’s highest-quality animated films, none of us would ever have had the pleasure of visiting a Disney theme park or taking a cruise on Disney’s Big Red Boat. To illustrate the importance of mission statements even further, in 2000, This article discusses a comprehensive study of the mission statements of Fortune 1000 higher-performing and lower-performing firms to assess the current state of the mission statement.After content analysis of these firms' mission statements, the components included for these two groups of firms were compared. Elements of Mission and Vision Statements are often combined to provide a statement of the company’s purposes, goals and values. A Vision Statement describes the desired future position of the company. From my experience, I believe there is a lot of confusion regarding the difference between a Vision and Mission statement. If it can be shown that mission statements reflect the institutional diversity of American higher education then the proponents of mission statements may be right—mission statements may be a way of establishing institu-tional uniqueness and therefore are a potentially useful tool … An organization's mission, vision, and values statements are the guiding forces behind the institution's administrative strategic planning and performance assessment activities.