Current mission statement emphasis: be ethical and go global.

King, Darwin L. ; Case, Carl J. ; Premo, Kathleen M. 等

INTRODUCTION

Mission statements are vital communications used by corporations to define themselves to their various stakeholders including customers, employees, creditors, and stockholders. Mission statements can be as short as one sentence or expand to one or two paragraphs. These statements attempt to communicate the organization's values, purpose, identity, and primary business goals. Mission statements are often longer than a vision statement which provides a broader statement reflecting the future aspirations of the company.

Fred David argues that a mission statement is a declaration of an organization's "reason for being" (David, 2009). A clear mission statement is necessary for the firm to effectively establish objectives and formulate long-term strategies. David also states that every organization has a reason for being and any organization that fails to develop a comprehensive and inspiring mission statement loses the opportunity to present itself favorably to existing and potential stakeholders. According to David, a good mission statement reveals an organization's customers, products or services, markets, technology, concern for survival, growth, and profitability, philosophy, self-concept, concern for public image, and concern for employees. These factors, he believes, serve as a practical framework for evaluating and writing mission statements.

Peter Drucker believes that firms need to develop a mission statement that answers the questions "What do we want to become?" and "What is our business?" when the firm has been successful (Drucker, 1974). This proactive approach attempts to define how the firm can continue to excel and improve operations. Many authors feel that organizations develop mission and vision statements only when the company is in trouble (David, 2009). This reactive approach is far less effective and David feels that development of mission statements in times of crisis is a gamble that "characterizes irresponsible management."

Rebecca Leet believes that developing a mission statement is especially important for non-profit organizations and charities (Leet, 2008). Leet feels that just as strategic planning taught groups how to organize and focus their functions internally to achieve their missions, developing a strategic message teaches them how to organize and focus externally by recognizing who their supporters are and linking the organization's goals to what drives people to take the action it seeks. This basic philosophy applies to for-profit organizations since these firms want customers to continue purchasing their goods and services and also hope that stockholders and employees will continue to support the organization.

According to King and Cleland, a carefully constructed mission statement must, among other things, ensure unanimity of purpose within the organization, provide a basis, or standard, for allocating organizational resources, establish a general tone or organizational climate, serve as a focal point for individuals to identify with the organization's purpose and direction, and specify organizational purposes and translate them into objectives for the firm (King and Cleland, 1979). It is clear that a mission statement is expected to serve many purposes as it includes goals and objectives that affect both internal and external stakeholders.

Steiner feels that a mission statement should be expressed at high levels of abstraction (Steiner, 1979). He feels that mission statements are not designed to express concrete ends but instead should promote "motivation, general direction, an image, a tone, and a philosophy to guide the enterprise." Steiner feels that excess detail in the statement could be counterproductive. A certain amount of vagueness provides more flexibility in adapting to changing environments and internal operations (Steiner, 1979).

Vern McGinnis believes that a good mission statement must accomplish a number of important objectives (McGinnis, 1981). First, the statement must define what the organization is and what it expects to be in the future. Next, the mission must distinguish the organization from all others. In addition, it must be limited enough to exclude some ventures but broad enough to allow for creative growth. The mission statement must also serve as a framework for evaluating both current and prospective activities. Finally, it must be stated in terms that are clear enough to be understood throughout the entire organization. This certainly shows that much is expected from one short communication that affects both internal and external stakeholders.

Many authors report that an increasing number of organizations are developing and issuing mission statements (David, 2009). David states that some firms issue mission statements simply because they are fashionable and the "thing to do." He argues that proactive organizations systematically revisit and revise both their mission and vision statements and treat them as living documents. This is certainly a logical approach since the internal operations of the firm and the external environment are constantly changing. A mission statement must be revised as the goals and objectives of the firm are updated.

The first author of this article previously published a review of Fortune 100 mission statements in the Academy of Managerial Communications Journal (King, 2001). It is the authors' intent in this paper to compare the 2001 mission statement content with the current 2008 versions. The appendix includes a listing of mission statements from the top 50 companies found in the 2008 Fortune 100 summary. The authors' analysis includes a review of the stakeholders and the goals and objectives of the firm. Significant changes in both of these areas are reviewed in this paper.

REVIEW OF PREVIOUS LITERATURE AND RELATED FINDINGS

A significant amount of research has been conducted concerning mission statements in recent years. Firms realize that this brief communication is critically important to both internal and external stakeholders. The management and employees of the organization look to the mission statement in an attempt to determine if their daily decisions support the mission of the firm. External stakeholders including creditors and stockholders look to the mission statement in an attempt to understand the primary goals and objectives of the company. An effective mission statement is also necessary for colleges and universities as faculty and administration formulate strategic plans based on their effect on the school's mission.

In recent years, mission statements can generally be found on company websites. In a previous 2005 study by Jones, Little and Lovett, the authors found that only 327 or 65% of the Fortune 500 companies included a mission statement on their website (Jones, Little, and Lovett, 2005). The mission statements were located predominantly (60%) under the "About the Company" caption on the website. The remaining 40% of the firms listed the mission statement under other corporate information, investor relations, or a variety of other places on the site. In many cases the mission statement was not readily accessible by an interested party.

A later study in 2007 by some of the same authors found that the number of Fortune 500 firms that posted a mission statement on their website had increased to 415 or 83% of the firms (Jones, Lovett, and Blankenship, 2007). Surprisingly, 85 organizations did not place their mission statement on their webpage. A survey of these firms by these authors found that of the 25 firms that responded only six supplied a mission statement. The other 19 businesses stated that they had no mission statement, replied with auto-response and gave no further help, or stated other reasons why the mission statement was not available such as it was being revised.

Historically, mission statements have included a listing of primary stakeholders and the basic goals and objectives of the organization. The first author's study in 2001 involved a review of both of these areas. King based his study on the 2000 Fortune 100 list and found that customers, stockholders, and employees were the three most mentioned stakeholders (King, 2001). The most commonly mentioned goals or objectives of the firm included quality, general core values, leadership, global emphasis, technology, profits, and ethics. This was in the pre-9/11 and Sarbanes-Oxley period. The authors hope to compare and contrast these mission statements with those in the 2008 Fortune list. A summary of the 2000 Fortune 100 mission statements is provided in Table 1.

The mission statements of 2000 showed very little emphasis on ethics since only three firms (3%) from the top 100 companies included this concept. Also, at this time, only nine firms (9%) included the importance of protecting the environment. In recent years, ethical practices and "going green" to protect the environment have been extremely important goals for all business organizations. The importance of being a global business was only emphasized in 15% of the top 100 firms in 2000. It was logical that the two top stakeholders mentioned in mission reports were customers and stockholders with customers mentioned twice as often as stockholders. Finally, employees were also commonly mentioned with 21% of the companies including them in the mission.

The authors, in their study of 2008 Fortune top 50 firms, were interested in the revisions and modifications that firms have made in the last eight years in their mission statements. Did the 9/11 tragedy and the passage of the Sarbanes-Oxley Act in 2002 have a significant effect on the published mission statements of the largest firms? If so, these firms should emphasize ethical behavior and social responsibility (and protection of the environment) in their 2008 mission statements. Also, with the rapid development of technology and the ability to market goods internationally, these mission statements should also show increased emphasis on becoming a global company. The following section of this paper provides a mission statement content summary of the 2008 statements.

2008 TOP 50 FORTUNE COMPANY MISSION STATEMENTS

The appendix includes the details of the top Fortune 50 company's mission statements. Only two firms (4%), Berkshire Hathaway and Lehman Brothers Holdings, did not provide a mission or vision statement, a corporate credo, or a list of core values. The appendix includes the other 48 company's communication in the form of one of the previously mentioned documents. In the previous 2000 study of the Fortune 100 firms, a total of 13 (13%) companies did not have a mission statement available for public review. It appears that most organizations in 2008 realize the importance of providing a thoughtfully developed mission statement to all stakeholders. Table 2 summarizes the mission statement content of the 2008 Fortune top 50 firms.

Table 2 shows that for the top 50 Fortune firms' customers and employees continue to be the most mentioned stakeholders. From a goals and objectives point of view, the importance of producing and selling a quality product was most often included in the mission statement. The next two most common goals included being a global provider of goods and services and a firm that considers ethics and ethical behavior to be of primary importance. In an effort to better present the results from the 2000 study that included the top 100 firms and the 2008 study that included the top 50 companies, a table is presented below that utilizes a percentage format. Table 3 summarizes the percentage of firms whose mission statements included the following stakeholders and goals from the Fortune listing of firms from 2000 and 2008.

It appears that the largest organizations have embraced the term "communities" in their mission statements. In 2000, only 6% of mission statements included the concept of communities. Only eight years later, 30% of the top businesses have chosen to include this term. Examples of the "communities" concept include:

* Chevron: Our Company's foundation is built on our Values, which distinguish us and guide our actions. We conduct our business in a socially responsible and ethical manner. We respect the law, support universal human rights, protect the environment, and benefit the communities where we work.

* Valero Energy: Commitment to our Communities--We are committed to taking a leadership role in the communities in which we live and work by providing company support and encouraging employee involvement.

* Cardinal Health: We consider the highest standards of personal and professional ethics as the cornerstone of trust among our customers and ourselves; We deliver on the commitments we make; We recognize our obligation to the communities where we live and work; We hold ourselves accountable not only for what we achieve but how we achieve it.

It also appears that firms have considered the importance of the Sarbanes-Oxley Act and its emphasis on ethical behavior. In the 2000 mission statements only 3% included the important goal of emphasizing ethics and ethical behavior. That figure increased ten-fold in 2008 with 30% of the firms including this critically important concept in their current statement. Examples of an emphasis on ethics include:

* Exxon Mobil: Is committed to being the world's premier petroleum and petrochemical company. To that end, we must continuously achieve superior financial and operating results while adhering to the highest standards of business conduct.

* Chevron: See above with communities.

* AT&T: We operate with unyielding integrity, obeying all laws and adhering to a stringent code of business conduct. We will not tolerate unethical business conduct by our team members.

* General Electric: Always With Unyielding Integrity.

The comparison of the 2000 and 2008 mission statements also shows a significant increase in the percent of mission statements that include employees (21% in 2000 and 34% in 2008). This is not surprising as organizations realize that their most precious asset is their employees. The number of mission statements naming stockholder decreased from 34% in 2000 to 28% in 2008. Those firms that listed "core values" in the place of a traditional mission statement decreased from 25% to 14% probably due to the firm actually preparing a more traditional mission statement.

The percentage of firms stating the goal or objective of being a global company increased significantly from 15% to 34%. This is logical since current technology allows even small firms to construct a homepage on the Worldwide Web and sell goods and services internationally. Some typical examples included:

* Ford: We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world.

* ConocoPhillips: Use our pioneering spirit to responsibly deliver energy to the world.

* Proctor & Gamble: We will provide branded products and services of superior quality and value that improve the lives of the world's consumers.

Finally, a major change in these large company mission statements is the number that includes the goal of producing a high quality good or service or on that is of exceptional value to the firm's customers. The percent of statements that included this concept increased from 25% in 2000 to 52% in 2008. Examples of these firms included:

* Proctor & Gamble: See statement above.

* State Farm Insurance: Our success is built on a foundation of shared values--quality service and relationships, mutual trust, integrity and financial strength.

* Costco Wholesale: We will realize this mission by setting the highest standards in service, reliability, safety and cost containment in our industry.

The following sections of this paper provide examples of mission statements that emphasize several stakeholders or goals and objectives. These are illustrative of the information that large firms are attempting to communicate to all interested parties. These mission statements clarify the purpose and direction of the company and discuss what goals and stakeholders are most important to the firm.

STAKEHOLDER EXAMPLES

Certain mission statements include multiple stakeholders which show the concern of the company for a number of diverse groups. The following three examples clearly show the firm is concerned with a variety of external parties. The first statement listed below from Kroger company is a clear and concise mission that includes all major stakeholders. The next mission statement for Marathon Oil includes the popular term "communities" and mentions the importance of the firm's business partners. The third example for Wachovia Corporation not only mentions a number of important stakeholders but also emphasizes ethical behavior in the process of "doing what is right."

Kroger

Our mission is to be a leader in the distribution and merchandising of food, health, personal care, and related consumable products and services. By achieving this objective, we will satisfy our responsibilities to shareowners, associates, customers, suppliers, and the communities we serve.

Marathon Oil

Marathon is a company that strives to bring value and values together. We create value for our shareholders and provide quality products and services for our customers. In doing so, we act responsibly toward those who work for us, the communities in which we operate and our business partners.

Wachovia Corporation

Vision Statement: We believe Wachovia's depth of expertise, breadth of products, multiple delivery choices, and financial strength create long-term value. Our goal is to be regarded as the nation's premier financial services company by doing what's right for shareholders, customers, communities, and employees.

GOALS OR OBJECTIVES EXAMPLES

The first example from Caterpillar Corporation is very comprehensive. It not only names a variety of stakeholders but also reviews the firm's goals of leadership, quality and value, profits, ethics, and social responsibility. The second example is the mission statement for American International Group. The effects of the Sarbanes-Oxley Act (SOX) are visible as the firm uses the term "corporate culture" in their mission. SOX emphasizes the fact that every firm must maintain an ethical corporate culture in all of their daily operations. The final example is from Merrill Lynch. This mission statement clearly emphasizes ethical behavior and responsible citizenship. Since SOX, large corporations realize that they must establish a corporate culture that emphasizes ethical behavior and social responsibility.

Caterpillar

Caterpillar will be the leader in providing the best value in machines, engines, and support services for customers dedicated to building the world's infrastructure and developing and transporting its resources. We provide the best value to customers.

Caterpillar people will increase shareholder value by aggressively pursuing growth and profit opportunities that leverage our engineering, manufacturing, distribution, information management and financial services expertise. We grow profitably.

Caterpillar will provide its worldwide workforce with an environment that stimulates diversity, innovation, teamwork, continuous learning and improvement and rewards individual performance. We develop and reward people.

Caterpillar is dedicated to improving the quality of life while sustaining the quality of our earth. We encourage social responsibility.

American International Group

As a global financial services organization, we have committed our resources to developing products and services that address the needs of our clients as well as promote a corporate culture that values integrity, diversity, innovation and excellence.

Merrill Lynch

At Merrill Lynch, Responsible Citizenship is more than a principle. It is a way of life. Through our global philanthropic efforts, we combine our financial resources and expertise with our greatest asset, our people, to build brighter futures in the communities throughout the world in which our employees and clients live and work. To achieve that goal, our charitable giving targets innovative and effective programs for children and youth that provide direct services, have potential for broad impact, and offer significant volunteer opportunities for Merrill Lynch employees.

CONCLUSION

This paper has compared mission statement content from 2000 with current Fortune 500 listings in 2008. It appears that SOX has had an effect on the content of the mission statements as 30% of the 2008 statements reviewed included wording related to ethics or ethical behavior. This was a ten-fold increase from 2000 when only 3% included this topic. Emphasizing the fact that the firm markets internationally is also very common with 34% of the mission statements including this practice. Another goal that is commonly stated in 2008 missions is the providing of a quality product or service that is of exceptional value to the customers. Quality and value were mentioned in 52% of the statements reviewed which was more than twice the percentage in 2000. The concept of being a global provider of a good or service also increased significantly from 15% in 2000 to 34% in 2008. Customers continue to be the most common stakeholder discussed in a mission statement with 62% of 2008 statements including this group.

The term "communities" has become a very popular word in current mission statements. In 2008, 30% of the mission statements reviewed included this term compared to only 6% in 2000. This emphasis on community demonstrates a broadening of company focus beyond those parties with whom they directly interact. It is a more universal term which could be tied to the increased emphasis on ethical behavior. No longer concerned with only their customers, employees, and business partners, these companies have extended their responsibilities to include the larger global "community" to which they belong.

The authors believe many of these trends will continue in the future. Corporate mission statements will increasingly discuss ethics and ethical practices, concern for global "communities," the importance of customers and employees, the desire for effective international operations, the importance of social responsibility and care of our planet, and the constant striving for a quality product that provides value to the customers. Without a doubt, much is expected from one brief corporate communication called a mission statement.

Final Note: A site that the authors found to be very beneficial when performing mission statement research is located at http://www.company-statements-slogans.info/index.htm. This site summarizes many mission, vision, and core value statements of large corporations on an annual basis.

APPENDIX

                       Mission Statements

1. Wal-Mart:           Our mission is to help people save money so
                       they can live better.

                       Mission of Wal-mart.com (online-specific):

                       Walmart.com is passionate about combining the
                       best of two great worlds--technology and
                       world-class retailing--to give customers a
                       wide assortment of their favorite products,
                       Every Day Low Prices, guaranteed
                       satisfaction, friendly service, convenient
                       hours (24 hours, 7 days a week) and a great
                       online shopping experience.

2. Exxon Mobil:        Is committed to being the world's premier
                       petroleum and petrochemical company. To that
                       end, we must continuously achieve superior
                       financial and operating results while
                       adhering to the highest standards of business
                       conduct. These unwavering expectations
                       provide the foundation for our commitments to
                       those with whom we interact.

3. Chevron:            Our Company's foundation is built on our
                       Values, which distinguish us and guide our
                       actions. We conduct our business in a
                       socially responsible and ethical manner. We
                       respect the law, support universal human
                       rights, protect the environment, and benefit
                       the communities where we work.

4. GM:                 G.M. is a multinational corporation engaged
                       in socially responsible operations,
                       worldwide. It is dedicated to provide
                       products and services of such quality that
                       our customers will receive superior value
                       while our employees and business partners
                       will share in our success and our
                       stock-holders will receive a sustained
                       superior return on their investment.

5. ConocoPhillips:     Use our pioneering spirit to responsibly
                       deliver energy to the world.

6. General Electric:   Core Values: Passionate--Curious--
                       Resourceful--Accountable--Teamwork--
                       Committed -Open--Energizing, Always With
                       Unyielding Integrity.

7. Ford Motor:         We are a global family with a proud heritage
                       passionately committed to providing personal
                       mobility for people around the world.

8. Citigroup:          Our goal for Citigroup is to be the most
                       respected global financial services company.
                       Like any other public company, we're
                       obligated to deliver profits and growth to
                       our shareholders. Of equal importance is to
                       deliver those profits and generate growth
                       responsibly.

9. Bank of America:    Our Philosophy: We believe, very simply, that
                       it is the actions of individuals working
                       together that build strong communities ...
                       and that business has an obligation to
                       support those actions in the communities it
                       serves.

                       Core Values: Doing the right thing, Trusting
                       and teamwork, Inclusive meritocracy, Winning,
                       Leadership.

10. AT&T:              Mission/Vision: We aspire to be the most
                       admired and valuable company in the world.
                       Our goal is to enrich our customers' personal
                       lives and to make their businesses more
                       successful by bringing to market exciting and
                       useful communications services, building
                       shareowner value in the process.

                       Values: Customers--We value our customers and
                       treat them with respect, providing friendly,
                       courteous, knowledgeable, and prompt service
                       at all touch points. We seek and are driven
                       by our customers' feedback.

                       Integrity--We operate with unyielding
                       integrity, obeying all laws and adhering to a
                       stringent code of business conduct. We will
                       not tolerate unethical business conduct by
                       our team members.

                       Performance--We continually raise our
                       performance to exceed customer and
                       shareholder expectations. We strive to be the
                       best wireless company in the world.

                       Teamwork--We partner with one
                       another--respecting new viewpoints, building
                       trust, enhancing communications, and sharing
                       best practices to deliver world-class
                       products and services.

                       People--We value our team members and treat
                       them with respect, providing an environment
                       where diverse individuals can develop and are
                       expected to perform to their full potential.

11. Berkshire          No mission statement found
Hathaway:

12. J.P. Morgan        Vision Statement: At JPMorgan Chase, we want
Chase & Co:            to be the best financial services company in
                       the world. Because of our great heritage and
                       excellent platform, we believe this is within
                       our reach.

13. American           As a global financial services organization,
International Group:   we have committed our resources to developing
                       products and services that address the needs
                       of our clients as well as promote a corporate
                       culture that values integrity, diversity,
                       innovation and excellence.

14. Hewlett Packard:   To provide products, services and solutions
                       of the highest quality and deliver more value
                       to our customers that earns their respect and
                       loyalty.

15. International      At IBM, we strive to lead in the invention,
Business Machines:     development and manufacture of the industry's
                       most advanced information technologies,
                       including computer systems, software, storage
                       systems and microelectronics.

16. Valero Energy:     We translate these advanced technologies into
                       value for our customers through our
                       professional solutions, services and
                       consulting businesses worldwide.

                       As a leading refiner and marketer, we are
                       committed to following these guiding
                       principles to achieve excellence in our
                       business, our industry, and our relationships
                       with our employees and communities.

                       Commitment to Safety--The safety of our
                       employees, our operations, and our
                       communities is our highest priority.

                       Commitment to Our Stakeholders--We are
                       committed to delivering long-term value to
                       all stakeholders--our employees, investors,
                       and customers--by pursuing profitable, value-
                       enhancing strategies with a focus on
                       world-class operations.

                       Commitment to Our Employees--Our employees
                       are our No. 1 asset. We are committed to
                       providing a challenging, enjoyable and
                       rewarding work environment, which fosters
                       creative thinking, teamwork, open
                       communication, respect and opportunity for
                       individual professional growth and
                       development.

                       Commitment to the Environment--We are
                       committed to producing environmentally clean
                       products, while striving to improve and
                       enhance the environmental quality of our
                       operations within our local communities.

                       Commitment to our Communities--We are
                       committed to taking a leadership role in the
                       communities in which we live and work by
                       providing company support and encouraging
                       employee involvement.

17. Verizon:           As a leader in communications, Verizon's
                       mission is to enable people and businesses to
                       communicate with each other. We are also
                       committed to providing full and open
                       communication with our customers, employees
                       and investors.

                       Core Purpose: We bring the benefits of
                       communications to everybody.

                       Commitment to Service and Vision Statement:
                       Verizon's commitment to top quality service
                       is well known. Verizon is the pre-eminent
                       service provider in the industry. Our legacy
                       of customer service--bolstered by the
                       nation's largest and most reliable
                       network--is unparalleled. And, we continue to
                       make strong progress in delivering on our
                       promise to be the nation's best provider of
                       quality local, data and long distance
                       services.

18. McKesson           Our mission is to provide comprehensive
                       pharmacy solutions that improve productivity,
                       profitability and result in superior patient
                       care and satisfaction.

19. Cardinal Health    Ethical Values: We consider the highest
                       standards of personal and professional ethics
                       as the cornerstone of trust among our
                       customers and ourselves; We deliver on the
                       commitments we make; We recognize our
                       obligation to the communities where we live
                       and work; We hold ourselves accountable not
                       only for what we achieve but how we achieve
                       it.

20. Goldman Sachs      To promote innovation and excellence in
Group                  education and youth development worldwide.
                       Business Principles: Our clients' interests
                       always come first. Our experience shows that
                       if we serve our clients well, our own success
                       will follow.

                       Our assets are our people, capital and
                       reputation. If any of these is ever
                       diminished, the last is the most difficult to
                       restore. We are dedicated to complying fully
                       with the letter and spirit of the laws, rules
                       and ethical principles that govern us. Our
                       continued success depends upon unswerving
                       adherence to this standard.

21. Morgan Stanley     Vision Statement: The talent and passion of
                       our people are critical to our success.
                       Together, we share a common set of values
                       rooted in integrity and excellence.

                       Core Values:
                       Excellence--Integrity--Entrepreneurial
                       Spirit--Teamwork--Respect for Individuals &
                       Cultures.

22. Home Depot         Mission: The Home Depot is in the home
                       improvement business and our goal is to
                       provide the highest level of service, the
                       broadest selection of products and the most
                       competitive prices.

                       Core Values: Excellent customer service,
                       Taking care of our people, Giving back, Doing
                       the "right" thing, Creating shareholder
                       value, Respect for all people,
                       Entrepreneurial spirit, Building strong
                       relationships

23. Procter & Gamble   Purpose: We will provide branded products and
                       services of superior quality and value that
                       improve the lives of the world's consumers.
                       As a result, consumers will reward us with
                       leadership sales, profit, and value creation,
                       allowing our people, our shareholders, and
                       the communities in which we live and work to
                       prosper.

24. CVS Caremark       Our Mission: Above all else ... our mission
                       is to improve the lives of those we serve by
                       making innovative and high-quality health and
                       pharmacy services safe, affordable, and easy
                       to access.

                       Our Values: Our Customers--We are passionate
                       and relentless in our goad to continuously
                       innovate and improve service to our
                       customers.every day, everywhere, and every
                       customer.

                       Our Colleagues--We work as a team. We are
                       committed and act with integrity. We all
                       deserve respect as well as a supportive work
                       environment that recognizes and rewards our
                       contributions ... we accept nothing less

                       Our Contributions--In the end, it's all about
                       results--achieving our financial goals as
                       well as giving back to the communities we
                       serve. We hold each other accountable for all
                       aspects of our performance ... without
                       exception.

25. United Health      Our mission is to help people live healthier
Group                  lives. We seek to enhance the performance of
                       the health system and improve the overall
                       health and well-being of the people we serve
                       and their communities.

                       We work with health care professionals and
                       other key partners to expand access to high
                       quality health care so people get the care
                       they need at an affordable price.

                       We support the physician/patient relationship
                       and empower people with the information,
                       guidance and tools they need to make personal
                       health choices and decisions.

26. Kroger             Our mission is to be a leader in the
                       distribution and merchandising of food,
                       health, personal care, and related consumable
                       products and services. By achieving this
                       objective, we will satisfy our
                       responsibilities to shareowners, associates,
                       customers, suppliers, and the communities we
                       serve.

27. Boeing             Our mission is to be a leader in the
                       distribution and merchandising of food,
                       health, personal care, and related consumable
                       products and services. By achieving this
                       objective, we will satisfy our
                       responsibilities to shareowners, associates,
                       customers, suppliers, and the communities we
                       serve.

28. Amerisource-       Strategies: Run healthy core businesses;
Bergen                 Leverage strengths into new products and
                       service; Open new frontiers; People working
                       together as a global enterprise for aerospace
                       leadership.

29. Costco Wholesale   To build shareholder value by delivering
                       pharmaceutical and healthcare products,
                       services and solutions in innovative and cost
                       effective ways. We will realize this mission
                       by setting the highest standards in service,
                       reliability, safety and cost containment in
                       our industry.

30. Merrill Lynch      At Merrill Lynch, Responsible Citizenship is
                       more than a principle. It is a way of life.

                       Through our global philanthropic efforts, we
                       combine our financial resources and expertise
                       with our greatest asset-our people-to build
                       brighter futures in the communities
                       throughout the world in which our employees
                       and clients live and work. To achieve that
                       goal, our charitable giving targets
                       innovative and effective programs for
                       children and youth that provide direct
                       services, have potential for broad impact,
                       and offer significant volunteer opportunities
                       for Merrill Lynch employees.

31. Target             Our mission is to make Target the preferred
                       shopping destination for our guests by
                       delivering outstanding value, continuous
                       innovation and an exceptional guest
                       experience by consistently fulfilling our
                       Expect More. Pay Less.[R] brand promise.

32. State Farm         State Farm's mission is to help people manage
Insurance Company      the risks of everyday life, recover from the
                       unexpected and realize their dreams.

                       We are people who make it our business to be
                       like a good neighbor; who built a premier
                       company by selling and keeping promises
                       through our marketing partnership; who bring
                       diverse talents and experiences to our work
                       of serving the State Farm customer.

                       Our success is built on a foundation of
                       shared values--quality service and
                       relationships, mutual trust, integrity and
                       financial strength.

                       Our vision for the future is to be the
                       customer's first and best choice in the
                       products and services we provide. We will
                       continue to be the leader in the insurance
                       industry and we will become a leader in the
                       financial services arena. Our customers'
                       needs will determine our path.

                       Our values will guide us.

33. WellPoint          Mission: WellPoint's objective is to improve
                       the health of the people we serve. The
                       WellPoint Companies provide health security
                       by offering a choice of quality branded
                       health and related financial services
                       designed to meet the changing expectations of
                       individuals, families and their sponsors
                       throughout a lifelong relationship.

                       Vision: WellPoint will transform our
                       industry, becoming the most valued health
                       plan through a new generation of
                       consumer-friendly products that put
                       individuals back in control of their health
                       and financial future.

34. Dell               Dell Values--Vision Statement: Dell is
                       committed to being a good neighbor in the
                       communities we call home. We must continue to
                       grow responsibly--protecting our natural
                       resources and practicing sustainability in
                       all its forms--and improve the communities
                       where we live and work through our financial
                       and volunteer efforts.

35. Johnson &          No mission statement; credo instead:
Johnson
                       We believe our first responsibility is to the
                       doctors, nurses and patients, to mothers and
                       fathers and all others who use our products
                       and services. In meeting their needs
                       everything we do must be of high quality. We
                       must constantly strive to reduce our costs in
                       order to maintain reasonable prices.
                       Customers' orders must be serviced promptly
                       and accurately. Our suppliers and
                       distributors must have an opportunity to make
                       a fair profit.

                       We are responsible to our employees, the men
                       and women who work with us throughout the
                       world. Everyone must be considered as an
                       individual. We must respect their dignity and
                       recognize their merit. They must have a sense
                       of security in their jobs. Compensation must
                       be fair and adequate, and working conditions
                       clean, orderly and safe. We must be mindful
                       of ways

                       to help our employees fulfill their family
                       responsibilities. Employees must feel free to
                       make suggestions and complaints. There must
                       be equal opportunity for employment,
                       development and advancement for those
                       qualified. We must provide competent
                       management, and their actions must be just
                       and ethical.

                       Our final responsibility is to our
                       stockholders. Business must make a sound
                       profit. We must experiment with new ideas.
                       Research must be carried on, innovative
                       programs developed and mistakes paid for. New
                       equipment must be purchased, new facilities
                       provided and new products launched. Reserves
                       must be created to provide for adverse times.
                       When we operate according to these
                       principles, the stockholders should realize a
                       fair return.

36. Marathon Oil       We are responsible to the communities in
                       which we live and work and to the world
                       community as well. We must be good
                       citizens--support good works and charities
                       and bear our fair share of taxes. We must
                       encourage civic improvements and better
                       health and education. We must maintain in
                       good order the property we are privileged to
                       use, protecting the environment and natural
                       resources.

                       Marathon is a company that strives to bring
                       value and values together. We create value
                       for our shareholders and provide quality
                       products and services for our customers. In
                       doing so, we act responsibly toward those who
                       work for us, the communities in which we
                       operate and our business partners.

37. Lehman Brothers    No mission statement found
Holdings

38. Wachovia           Vision Statement: We believe Wachovia's depth
Corporation            of expertise, breadth of products, multiple
                       delivery choices, and financial strength
                       create long-term value. Our goal is to be
                       regarded as the nation's premier financial
                       services company by doing what's right for
                       shareholders, customers, communities, and
                       employees.

39. United             Quality Statement: UTC is committed to
Technologies           continuous improvement. We operate an
                       extensive research program to identify
                       innovations and technologies to enable us to
                       relentlessly improve the quality of our
                       product.

40. Walgreen           No mission statement; Creed instead.

                       We believe in the goods we merchandise, in
                       ourselves and in our ability to render
                       satisfaction.

                       We believe that honest goods can be sold to
                       honest people by honest methods.

                       We believe in working, not waiting; in
                       laughing, not weeping; in boosting, not
                       knocking; and in the pleasure of selling our
                       products.

                       We believe that we can get what we go after,
                       and that we are not down and out until we
                       have lost faith in ourselves.

                       We believe in today and the work we are
                       doing, in tomorrow and the work we hope to
                       do, and in the sure reward the future holds.

41. Wells Fargo        Our product: SERVICE. Our value-added:
                       FINANCIAL ADVICE. Our competitive advantage:
                       OUR PEOPLE.

42. Dow Chemical       To constantly improve what is essential to
                       human progress by mastering science and
                       technology.

43. MetLife            All customers are "Met for Life." By
                       balancing the efficiencies of new
                       technologies with the personal touch of
                       highly trained and motivated professionals,
                       we are able to deliver solutions and services
                       that exceed our customers' expectations. We
                       thereby earn their loyalty.

44. Microsoft          To enable people and businesses throughout
                       the world to realize their full potential.

45. Sears Holdings     To grow our business by providing quality
                       products and services at great value when and
                       where our customers want them, and by
                       building positive, lasting relationships with
                       our customers.

46. United Parcel      As the world's largest package delivery
Service                company and a leading global provider of
                       specialized transportation and logistics
                       services, UPS continues to develop the
                       frontiers of logistics, supply chain
                       management, and e-Commerce ... combining the
                       flows of goods, information, and funds.

47. Pfizer             Mission Statement: We will become the world's
                       most valued company to patients, customers,
                       colleagues, investors, business partners, and
                       the communities where we work and live.

                       Our Purpose: We dedicate ourselves to
                       humanity's quest for longer, healthier,
                       happier lives through innovation in
                       pharmaceutical, consumer, and animal health
                       products.

48. Lowe's             Vision Statement: "We will provide
                       customer-valued solutions with the best
                       prices, products and services to make Lowe's
                       the first choice for home improvement.

49. Time Warner        Creativity--We thrive on innovation and
                       originality encouraging risk-taking and
                       divergent voices.

                       Customer Focus--We value our customers
                       putting their needs and interests at the
                       center of everything we do.

                       Agility--We move quickly embracing change and
                       seizing new opportunities.

                       Teamwork--We treat one another with
                       respect--creating value by working together
                       within and across our businesses.

                       Integrity--We rigorously uphold editorial
                       independence and artistic expression earning
                       the trust of our readers, viewers, listeners,
                       members and subscribers.

                       Diversity--We attract and develop the world's
                       best talent seeking to include the broadest
                       range of people and perspectives.

                       Responsibility--We work to improve our
                       communities taking pride in serving the
                       public interest as well as the interests of
                       our shareholders.

50. Caterpillar        Caterpillar will be the leader in providing
                       the best value in machines, engines, and
                       support services for customers dedicated to
                       building the world's infrastructure and
                       developing and transporting its resources. We
                       provide the best value to customers.

                       Caterpillar people will increase shareholder
                       value by aggressively pursuing growth and
                       profit opportunities that leverage our
                       engineering, manufacturing, distribution,
                       information management and financial services
                       expertise. We grow profitably.

                       Caterpillar will provide its worldwide
                       workforce with an environment that stimulates
                       diversity, innovation, teamwork, continuous
                       learning and improvement and rewards
                       individual performance. We develop and reward
                       people.

                       Caterpillar is dedicated to improving the
                       quality of life while sustaining the quality
                       of our earth. We encourage social
                       responsibility.

REFERENCES

David, F.R. (2009). Strategic Management: Concepts and Cases (Twelfth Edition). Upper Saddle River, NJ: Pearson Prentice Hall.

Drucker, P. (1974). Management: Tasks, Responsibilities, and Practices. New York, NY: Harper & Roe.

Jones, I.S., D.L. Little & D. Blankenship (2006). Mission Statements on Fortune 500 Web Sites: A Descriptive Analysis. Journal of Business and Behavioral Sciences, Fall 2006, 74-84.

Jones, I.S., M.G. Lovett & D. Blankenship (2006). Mission Statements on Fortune 500 Web Sites: A Descriptive Analysis. Journal of Business and Behavioral Sciences, Fall 2006, 74-84.

King, D.L. (2001). Mission Statement Content Analysis. Academy of Managerial Communications Journal, 5(1-2), 75-100.

King, W.R. & D.I. Cleland (1979). Strategic Planning and Policy. New York, NY: Reinhold Publishing.

Leet, R.K. (2008). Strong Messages Mean Strong Leaders. Chronicle of Philanthropy, 20(13), 36.

McGinnis, V. (1981). The Mission Statement: A Key Step in Strategic Planning. Business, 31(6), 41.

Steiner, G. (1979). Strategic Planning: What Every Manager Must Know. New York, NY: The Free Press.

Darwin L. King, St. Bonaventure University

Carl J. Case, St. Bonaventure University

Kathleen M. Premo, St. Bonaventure University

Table 1: 2000 Fortune 100--Mission statements that included:

Customers 61           Quality 25
Stockholders 34        Core Values 25
Employees 21           Leadership 17
Competitors 9          Global 15
Suppliers 6            Technology 14
Government 2           Environmental 9
Profits 6              Ethics 3

Table 2: 2008 Fortune Top 50--Mission statements that included:

Customers 31           Quality 26
Employees 17           Global 17
Communities 15         Ethics 15
Stockholders 14        Environmental 8
Core Values 7          Leadership 7
Suppliers 5            Profits 6
Government/Laws 2      Technology 1

Table 3: Percentages of Mission Statements Containing the Following
Words:

Stakeholder            2000 Study     2008 Study

Communities                6%            30%
Competitors                9%             0%
Customers                 61%            62%
Employees                 21%            34%
Govt./Law                  2%             4%
Stockholders              34%            28%
Suppliers                  6%            10%

Goal/Objective

Core Values               25%            14%
Environmental              9%            16%
Ethics                     3%            30%
Global                    15%            34%
Leadership                17%            14%
Profits                    6%            12%
Quality/Value             25%            52%
Technology                14%             2%