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- W1519558889 abstract "INTRODUCTION Retailers use mission statements to build long-term relationships with their customers, employees, and the community. Prior research demonstrates that the content of a mission statement has significant implications on the firm's performance (Alavi and Karami, 2009; Green and Medlin, 2003; Bart, 1998). The mission statement is a broad description of a firm's goals and objectives and the scope of activities it plans to undertake to achieve its goals (Campbell, 1997). It informs various shareholders what type of business the firm is in, its purpose, and how the firm builds a sustainable competitive advantage. Thus, firms and organizations typically use mission statements to communicate their purpose and goals to employees and stakeholders to simultaneously create an organizational culture and corporate identity (Peyrefitte and David, 2006). A firm's purpose stated in its mission statement distinguishes its business from its competitors, identifies its scope of operations, embodies its business philosophy, and reflects the image it seeks to project (Toftoy and Chatterjee, 2004). Pearce (1982) identifies eight key components of mission statements: customers, products or services, markets, technology, concern for survival, growth, and profitability, philosophy, self-concept, and concern for public image. Wheelen and Hunger (2000) develop nine criteria to measure the completeness and quality of a mission statement: 1) purpose; 2) products and/or services; 3) competitive advantage; 4) scope of operations; 5) philosophy; 6) vision; 7) sense of shared expectations; 8) public image, and 9) emphasis on technology, creativity, and innovation. Green and Medlin (2003) investigate the link between the completeness and quality of organizations' mission statements and their financial performance and find a significant positive relationship. They conclude that strategic managers can expect to improve the organization's financial performance by improving the organization's mission statement. With the purpose of providing guidance to strategic managers, this study content analyzes the mission statements of the top 100 retailers using the 7Ps of the services mix theory (i.e., product/service, price, place/distribution, promotion, people, physical evidence, and process including corporate responsibility). Additionally, the study further organizes the people element of the mission statement contents into employees, customers, stakeholders/investors, and community. Next, the literature on mission statements and 7Ps of marketing mix will be reviewed, the methodology of this study will be explained, and the data content analysis and major findings of the study are discussed. Finally, the paper draws conclusions, leading to propositions to guide further avenues for future research. LITERATURE The findings of research studies that examine the relationship between the mission statements and organizational performance are conflicting in the literature (O'Gorman and Doran, 1999). Bart and Baetz (1998) find no significant empirical evidence to support the relationship; though, they point out that some of the aspects of a mission statement may be related to higher levels of performance. However, Green and Medlin (2003) conclude that completeness and quality of a mission statement is linked to financial performance. Alavi and Karami (2009) find positive significant relationship between firms' mission statements and their financial performance in the small and mid-sized enterprise sectors. They further confirm that the presence of financial goals in mission statements is negatively associated with firm's performance. Alavi and Karami (2009) conclude that increasing the involvement of firm's non-managerial employees in the development of the mission statement increases financial performance. The CNNfn.com Evaluator Summary provides eleven criteria to determine organizational performance: 1) revenue; 2) net income; 3) cash flow; 4) return on equity; 5) return on assets; 6) return on invested capital; 7) total debt to equity; 8) long-term debt to equity; 9) price/earnings ratio; 10) price/sales ratio, and 11) price/earnings/growth ratio (Green and Medlin, 2003). …" @default.
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- W1519558889 title "The core of retail mission statements: Top 100 U.S. Retailers" @default.
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