DSpace at Khazar University

very visionary and inspirational.
However, like the fate of many management fads, the quality of the
implementation of the idea can be very poor. Many organizations have mission
statements, but few managers, even those in senior positions, could tell you what is in
the statement. Those that can remember them may well not believe in the statements
made. This is a pity, because a good mission statement cans playa powerful part in
strategic change. It can also empower managers at the apex of the organization,
providing them with the confidence to make tough decisions that are in line with the
agreed mission.
If the statement is to play this role, it needs to be carefully crafted, and we shall
now set out some useful guidelines for drawing up a mission statement.
The mission statement: some guidelines
The purpose of the mission statement is to communicate to those inside the
organization the broad ground rules that the organization has set itself in conducting its
business, and it should therefore have the following characteristics:
It should be a broadly framed and enduring statement of intent.
It should be essentially an internal working document.
The statement should set out as clearly as possible the essence of the competitive
strategy, as follows:
the target markets (and segments);
how competitive advantage will be gained in those markets;
how competitive advantage will be translated into superior profitability
(including cost management);
a summary (if appropriate) of the required competences to achieve the
competitive strategy;
how success will be measured; and
attitudes to growth, diversification and to financing.
It may also be appropriate to include statements of intent towards various
stakeholders, staff, society, and the local community.
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