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.

According to the BABOK Guide (3rd edition),

Mission statement. A formal declaration of values and goals that expresses the core purpose of the enterprise.

According to the Corporate Strategy by Lynch (4th edition), Mission statement. Defines the business that the organization is in or should be in against the values and expectations of the stakeholders. According to the Strategic Management by David and David (15th edition),

mission statement components. 1) customers, 2) products and services, 3) markets, 4) technology, 5) concern for survival, growth, and profitability, 6) philosophy, 7) self-concept, 8) concern for public image, 9) concern for employees.

According to the Strategic Management by David and David (15th edition),

mission statement. A declaration of an organization's "reason for being." It answers the pivotal question, "What is our business?" is essential for effectively establishing objectives and formulating strategies; consists of nine components.*Mission. Outlines the broad general directions that the organization should and will follow and briefly summarizes the reasoning and values that lie behind it. See also Objectives.