Defining a Mission Statement
A Mission Statement simply describes the company’s business, the image it seeks to endeavor, and the product, service, and customer needs it strives to satisfy and accomplish (Christopher and Maureen 2004). It paints the present and the future and helps in generating goals and objectives for the organization (Ken, Lance et al. 1993). It creates a sense of shared expectations among employees, delineates the organizations’ scope of business operations, provides a common direction and guidance for leaders and managers, streamlines decision-making (Davis, Ruhe et al. 2007), and reflects and communicates the firm’s image to all relevant stakeholders (Farhad and Azhdar 2002).