Mission statement

Mission statement is a statement that an organization develops to share with managers, employees, and (in many cases) customers.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Mission statement. A statement that an organization develops to share with managers, employees, and (in many cases) customers.

According to Juran's Quality Handbook by Defeo (7th edition),

Mission statement. A short, memorable description of an organization’s reason for existence; definition of the company’s business, its objectives, and its approach to reach those objectives.