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Jason Heyland
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UNIT 3 – DISCUSSION BOARD – PART 1
Wed 5/31/2023 2:50 PM
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Jason Heyland
Business Research for Decision Making: MGT600
Unit 3 Discussion Board – Part 1
Mission statement is a term we hear tossed around by businesses of all kinds, but what exactly is a mission statement? According to the Cambridge University Press a mission statement is a widely used strategic tool that emphasizes the uniqueness and identity of an organization (Alegre, I. et al, 2018). It basically is supposed to describe why your business exists. However, to have an effective mission statement you must be careful with your words and get the point across in a short, to the point message.
When a company is trying to create their mission statement there are some helpful strategies that can be used to make it effective. The strategies are as follows: keep it short, make it unique to the business, create expectations, keep it realistic, memorable, make it active, positive, adaptable, and targeted (Quain, S. 2019). You may not be able to hit every strategic point, but trying to keep as many in mind as possible will get you the best results.
It honestly seems like attention spans get shorter and shorter as we move into the future so having something that is short and to the point will be your best option. If it’s too long, most people won’t even get all the way through it before they stop reading and get distracted with something else. Making it unique is where the creative marketing minds come into play. If it’s unique it will most likely be memorable and those go hand in hand. Making it realistic, positive, adaptable, and targeted is also very necessary. Consumers need to be able to believe the message and feel as though it’s speaking to them in some fashion. And coming across with a positive message will be much more attractive to the consumer than something with a negative connotation. An effective mission statement also creates an expectation for the consumer of the product or service being offered. An expectation that supersedes that of the competition.
References
Alegre, I., Berbegal-Mirabent, J., Guerrero, A., & Mas-Machuca, M. (2018). The real mission of
the mission statement: A systematic review of the literature. Journal of Management &
Organization, 24(4), 456-473. doi:10.1017/jmo.2017.82. Retrieved at
Quain, S. (2019, March 9). 9 Characteristics of an Effective Mission Statement. Small Business.
CHRON. Retrieved at
