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Girard  (p. 9-22)
Cooper (p. 23-32)
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Coulmas-Law (p.42-46)
Stasio (p. 47-56)
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A Comparative Analysis of Mission Statement Content and Readability

Author(s): James Rajasekar

Citation: James Rajasekar, (2013) "A Comparative Analysis of Mission Statement Content and Readability," Journal of Management Policy and Practice, Vol. 14, Iss. 6, pp. 131 - 147

Article Type: Research paper

Publisher: North American Business Press


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.