Characteristics Of Mission Statement

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Characteristics of a Mission Statement A Declaration of Attitude A mission statement is more than a statement of specific details; it is a declaration of attitude and outlook. It usually is broad in scope for at least two major reasons. First, a good mission statement allows for the generation and consideration of a range of feasible alternative objectives and strategies without unduly stifling management creativity. Excess specificity would limit the potential of creative growth for the organization. One the other hand, an overly general statement that does not exclude any strategy alternatives could be dysfunctional. Apple Computer’s mission statement, for example, should not open the possibility for diversification into pesticides or Ford Motor Company’s into food processing. Second, a mission statement needs to be broad to effectively reconcile differences among, and appeal to, an organization’s diverse stake holders, the individuals and groups of individuals who have a special stake or claim on the company. Stakeholders include employees, manager, stockholders, boards of directors, customers, suppliers, distributors, creditors, governments’ local, state, federal, and foreign, unions, competitors, environmental groups, and the general public. Stakeholders affect and are affected by an organization’s strategies, yet the claims and concerns of diverse constituencies vary and often conflict. For example, the general public is especially interested in social responsibility, whereas stockholders are more interested in profitability. Claims on any business literally many number in the thousands, and they often include clean air, jobs, taxes, investment opportunities, career opportunities, equal employment opportunities, employee benefits, salaries, wages, clean water, and community services. All stakeholders’ claims on an organization cannot ve pursued with

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