A Comparative Analysis of Mission Statement Content and Readability

Abstract

The mission statement is an important organizational tool that forms the foundation for all other organizational objectives and strategies. Furthermore, it helps a firm present itself favorably to the public, as well as identify and respond to various stakeholders. Mission statements vary in length, content, format, and specificity. Most practitioners and academicians in strategic management suggest that an effectively written mission statement exhibits nine characteristics or mission statement components. Since a mission statement is often the most visible and public part of the strategic management process, it is important that it include most, if not all, of these essential components. The purpose of this research is to evaluate the mission statements of Omani firms to determine whether the components identified in the relevant literature are satisfactorily adopted in their mission statements and to measure the readability levels of these mission statements. The findings indicate that the sample firms generally did not include the needed components in their mission statements. However, the readability level of those documents was optimal overall.

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