Recognize that profitability is essential to our future success (Starbucks, 2008). Contribute positively to our communities and our environment. Develop enthusiastically satisfied customers all of the time. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. Embrace diversity as an essential component in the way we do business. Provide a great work environment and treat each other with respect and dignity. The Starbucks mission statement describes six guiding principles that, as you can see, also communicate the organization’s values: Values are the beliefs of an individual or group, and in this case the organization, in which they are emotionally invested. Sometimes mission statements also include a summation of the firm’s values. Mission statements are often longer than vision statements. Customers, employees, and investors are the stakeholders most often emphasized, but other stakeholders like government or communities (i.e., in the form of social or environmental impact) can also be discussed. 
al., 2001).Ī mission statement communicates the organization’s reason for being, and how it aims to serve its key stakeholders. Moreover, firms with clearly communicated, widely understood, and collectively shared mission and vision have been shown to perform better than those without them, with the caveat that they related to effectiveness only when strategy and goals and objectives were aligned with them as well (Bart, et. A study by the consulting firm Bain and Company reports that 90% of the 500 firms surveyed issue some form of mission and vision statements (Bart & Baetz, 1998).
Mission and vision are statements from the organization that answer questions about who we are, what do we value, and where we’re going. Mission and vision both relate to an organization’s purpose and are typically communicated in some written form.
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