includes the long-term objectives of a company and documents the values and strategies on which the company's objectives are to be achieved. In this respect, the company's mission statement represents the documentation of the company culture with regard to aspects such as: values, norms, strategic objectives (visions), mission, potential, manners, markets, environment.
A mission statement therefore contains relevant statements (guiding principles) on the desired corporate culture.
The mission statement serves to communicate the "corporate philosophy" to all employees and the environment. The formulation and implementation of the mission statement is one of the tasks of strategic planning. Good mission statements have positive effects both internally and externally. They provide orientation, motivation and advertising. A mission statement can be an essential element of the corporate identity; however, it must be brought to life, because the mission statement only has a lasting effect when it is implemented at the strategic and operational levels of the company.
See also: Corporate culture; Corporate goals; Ethics/corporate ethics; Value orientation; Corporate identity; Corruption; Change management; Diversity management; Compliance; Code of conduct; Contract culture; Corporate governance; Honest businessman; Leadership; ISO 26000
Reference to QET guidelines: T01 Guidelines; T02 CI