Mission statement: an analysis of the effectiveness and main elements found in the missions of brazilian publicly traded companies

  • Alex Mussoi Universidade de São Paulo; Faculdade de Economia, Administração e Contabilidade; Programa de Doutorado em Contabilidade e Controladoria
  • Rogério João Lunkes Universidade Federal de Santa Catarina; Departamento de Ciências Contábeis e Pós-Graduação em Contabilidade e Administração
  • Rodrigo Valverde da Silva Universidade Federal de Santa Catarina
Keywords: Mission statement, Strategic Planning, Effectiveness

Abstract

The main purpose of this paper is to objectively evaluate elements of mission statements of publicly traded companies in Brazil. For this purpose 557 companies on the BOVESPA website were selected for analysis. However, the great majority of these companies had no electronic address or did not disclose their mission on their address. Therefore, the study was restricted to 140 organizations that had data available for analysis. In order to test the elements found in the missions of the Brazilian companies, first the elements present in the collected phrases were selected. Then the mission effective index model was chosen as proposed by Pearce (1982). According to the author, to be effective a mission must have eight basic elements to serve as a guide for strategic planning. According to data available the main elements present in missions of these Brazilian companies are customers, products or services and context or market segment. As for effectiveness, most of the companies analyzed (50) presented only three of the eight elements proposed by Pearce (1982). The conclusion, according to the proposal of Pearce (1982), is that there is a long way to go for the companies studied to make their missions statements play an effective role in strategic planning.

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Published
2011-09-01
How to Cite
Mussoi, A., Lunkes, R., & Silva, R. (2011). Mission statement: an analysis of the effectiveness and main elements found in the missions of brazilian publicly traded companies . REGE Revista De Gestão, 18(3), 361-384. https://doi.org/10.5700/rege431
Section
Estratégia Empresarial