Keywords: mission, vision, innovation, learning, implementation
Innovation, mission statements and learning
In the current study, we surveyed 339 firms to determine the linkages among firm innovativeness, company mission, employee commitment and selected organisational learning practices. Our results demonstrated that significant relationships do indeed exist between the variables studied. The results suggest especially the kinds of practices that company executives need to follow if they are serious about getting the maximum benefits that their mission statements have to offer in terms of enhanced innovativeness. The findings also indicate that mission statements, without appropriate learning on the part of employees, may be just a waste of valuable management time.