Keywords: mission statement, strategy, innovation, purpose, vision, content
A comparison of mission statements and their rationales in innovative and non-innovative firms
This article presents findings from research which examined and analysed the content of mission statements from 72 North American corporations. Specifically, 25 mission statement components were analysed to determine if there were any differences between innovative and non-innovative organisations. In addition, the rationales behind the creation of the mission statements in both types of firms were also examined and compared. The findings suggest that there are some mission components and rationales, which seem to vary significantly between innovative and non-innovative companies and it is these to which managers should pay especially close attention.