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A well crafted mission statement has been attributed the power
(a) To guide and focus decision making,
(b) To create a balance between the competing interest of various stakeholders, and
(c) To motivate and inspire organizational members [2]
However, mission statements do not often appear to deliver the promised benefits [3]. In reality, mission statements are often unreadable and uninspiring, and articulate high sounding values that are unrealistic or are not aligned with day-to-day organizational behaviour [1] .
In fact, a consistent theme running through the mission statement literature is an acknowledged wide spread failure in their implementation [4]...
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