What is it about?
This article is about how an organization should take the time to clearly state its mission, objectives and value proposition to guide its decisions.
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Why is it important?
So often, organizations treat the mission statement as an artifact that does little to guide its decision process. Coupled with well-state objectives and an effective value proposition, the mission statement can give direction and cohesiveness to a company's choices.
Perspectives
John E. Timmerman (D.B.A., University of Memphis) is Professor of Marketing at The Citadel. His work has been published in the Journal of Macromarketing, Journal of Services Marketing, Journal of Purchasing and Materials Management, Journal of Business and Entrepreneurship, Journal of Marketing Theory and Practice, Journal of Business and Economic Perspectives, Journal of Business Strategy, Management Accounting, The Journal of Industrial Management and Data Systems, Journal of Economics and Finance Education, Online Journal of Distance Learning Administration, The CASE Journal, Disaster Recovery Journal, Journal of Management Policy and Practice and others.
Dr John E Timmerman
The Citadel
Read the Original
This page is a summary of: Kumnandzi Macadamia Importers: cracking the nut of self-identity, The CASE Journal, September 2015, Emerald,
DOI: 10.1108/tcj-04-2014-0029.
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