Mission statements can be put to use in different ways depending on which stakeholders have the dominant influence and what the nature of their support for the vision is. The dominant stakeholder will either be internal or external to the organization. Stakeholders’ attitudes can range from passionate support for the mission to those who will afford more equivocal support (see Figure below).
In summary, the mission statement, or mission and statement of strategic intent, operates as a guiding light that acts as reference point when making strategic decisions in general and when forming objectives in particular.
Level of adoption of a mission statement
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Marketing Strategy Tutorial
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Alliances And Relationships
The Strategic Marketing Plan
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