Unpacking the Research: Greengarten-Jackson, Yau, Gitlow, and Scandura

A significant study by Greengarten-Jackson, Yau, Gitlow, and Scandura delved into the existing landscape of mission statements within the USA's largest industrial and service corporations in 1992.

The study's core objectives were to:

1. Identify the common issues and structural elements within existing mission statements.

2. Develop "ideal" prototype mission statements to serve as a guide for other organizations.

Using telephone interviews and rigorous content analysis, the researchers gathered data from the 50 largest industrial and 50 largest service corporations.

Do Companies Really Have Them? Key Findings

The research revealed an interesting disparity in the adoption of mission statements:

Company Type	Percentage with Mission Statement	Primary Reason for Lacking One
Industrial	76%	Industry changing too quickly
Service	58%	Lack of time

This highlights a clear challenge, particularly for service companies, in dedicating the necessary resources to develop these crucial statements.

What's Inside a Mission Statement?

The study meticulously analyzed the common themes present in the mission statements of both industrial and service corporations:

Industrial Companies

1. Shareholder wealth

2. Superior quality products/services

3. Responsible corporate citizenship

4. Profitability

5. Being the best in their field

6. Meeting customer needs

Service Companies

1. Being the best in their field

2. Profitability

3. Shareholder wealth

4. Improving quality of life

5. (Tied) High ethics, superior quality, long-term growth, and meeting customer needs

While there are overlaps, the emphasis can shift slightly between the two sectors, reflecting their inherent differences.

Crafting the "Ideal": A Universal Framework

Based on their in-depth analysis of root causes and effects, the researchers proposed generic "ideal" statements that can serve as a powerful starting point for any organization:

• The "Ideal" Vision Statement: "We want to succeed by having long-term growth and being one of the best companies to work for."

• The "Ideal" Mission Statement: "We will become a total quality company by respecting our employees and partnering with our customers."

These prototypes offer a unifying message that can bridge diverse companies, provide a sense of constancy in a rapidly changing world, and help overcome the common "lack of time" barrier by offering a robust foundation.

Practical Takeaways for Your Organization

The findings of this research offer invaluable insights for leaders looking to establish or refine their organizational purpose:

• Start Strong: The "ideal" statements can be a powerful launchpad, saving time and ensuring key elements are considered.

• Unify Your Message: These generic statements provide a framework that can resonate across various departments and teams.

• Embrace Constancy: In an ever-evolving business landscape, well-defined mission and vision statements offer stability and direction.

• Overcome the "Lack of Time" Challenge: By providing a ready-made foundation, this approach empowers organizations to move forward efficiently.

Conclusion

Mission and vision statements are not just aspirational declarations; they are fundamental tools for aligning strategy, shaping culture, and driving organizational success. This seminal research provides an empirical backbone for understanding their content and offers practical, "ideal" frameworks to help leaders foster a shared sense of purpose and navigate towards their desired future.