Keywords: mission statements, vision statements, corporate values, airline industry
The relationship between mission and innovativeness in the airline industry: an exploratory investigation
Mission statements have been called the critical starting point for enhancing firm innovativeness. They are essential for strategic planning and have been shown to be linked with new product success. The current study asks the question: does the general model of the relationship between mission and organisational innovativeness apply in the specific case of a particular industry air transportation? For the most part, the study's findings confirm our earlier notions about mission and firm innovativeness. However, there are significant and notable exceptions that suggest that there may be "industry effects".