Innovativeness performance of Firms as a matter of strategic determination: mission statement innovation value
Innovativeness performance of Firms as a matter of strategic determination: mission statement innovation value

Summary/Abstract: Many authors have expressed the view that the mission statement should be the 'starting point' for effective strategic management. Despite the scarcity of persuasive empirical data, mission statements continue to be developed, disseminated, and valued, and researchers continue to be interested in analyzing them from different perspectives. The light motive for this particular study is the assumption that if innovation is a critical strategic advantage for an organization it should somehow be reflected in the mission statement, having in mind that innovation should not be a reactive process but part of a strategy that gives direction. But, the question that arises is: Is this a practice in the world of business? Therefore the relationship between mission statements and firm's innovativeness is in the focus of this research paper.The missions statements published online on the official web sites of the 30 first ranked most innovative companies in world by Forbes are units of analysis for this research. As a control sample the mission statements of the 30 last ranked (but still) innovative companies were also analyzed. For the needs of the research a data content analysis is used, as the most appropriate research method for mission statement analysis. The collected qualitative data are being coded, quantified and analyzed in SPSS. The research methodology can be considered as new and innovative mainly because it makes the missions measurable (for innovativeness, more precisely) and it is applicable and replicable by other scholars and on different samples.

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