Purpose – This paper aims to expose the underlying reasons behind the failure of the mission statement to have a significant impact on performance and to recommend ways forward. Design/methodology/approach – A comprehensive literature review is conducted and common themes and trends are...

Purpose – The purpose of this paper is to argue for the need to redefine a mission statement, to develop a clearer definition and show its advantages and limitations. Design/methodology/approach – The paper shows the literature's lack of agreement on the definition of the mission statement...