Web-Based Mission Statements in Slovenian Enterprises

Zusammenfassung

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In this article, the author analyses the mission statements of 50 top Slovene enterprises which are published on the companies ' web sites. The purpose of this research is 1) to establish the degree to which the Slovene enterprises make use of their web sites to convey their mission to various stakeholders, 2) to identify the stakeholder groups that are mentioned in mission statements, and 3) to analyse the contents of these statements. My research has shown that there are some significant differences between these mission and those of other European or American companies. The reason for these differences is culturally, institutionally and historically embedded. This research indicates that, despite the processes of globalisation and regionalisation, convergence of various contents or roles of the mission statement is questionable. Instead, a kind of borrowing of individual elements among different cultural and economic systems, in quest of their own ways, could be considered.

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Auszug

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Web-Based Mission Statements in Slovenian Enterprises

1. Introduction

Drucker (1993) claims that a firm cannot be defined by its name or the statutes - a mission statement is needed. In his opinion, a clear mission is necessary for the formation of comprehensible and realistic strategic goals, which are a prerequisite for the successful functioning of the firm. Leuthesser and Kohli (1997) believe that the mission statement is one of the crucial instruments that serve to communicate the firm's fundamental values to its stakeholders. Despite certain negative theoretical opinions on the role of mission statements such as Piercy (1997), who argues that the mission statement is just a way out for incapable management who do not know how to deal with the real problems in their companies, in a highly competitive environment an explicit mission statement is crucial for the formation of successful business strategies. It can found in different research papers (Baetz/Bart 1998; Bart et al. 2001; Campbell/Yeung 1991; Ireland/Hitt 1992; Klemm et al. 1991; Krohe 1995) that a well-formulated mission statement can provide the company with a certain (sense of) direction, and in this way considerably simplify and, more importantly, accelerate decision-making by reducing the total number of potentially useful alternatives.

As with many other words and notions in strategic management, no true unitary definition of 'mission' can be found in the business lit...

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