Mission Statement

Mission Statement

Mission statements vary from a corporation to another. Two corporations operating in the same industry could have distinctively different statements. That is because, according to Strategic Management, “a company mission statement is the unique purpose that sets a company apart from others of its type and identifies the scope of its operations in product, markets, and technology terms” (Pearce & Robinson P. 25). In other words, it is a statement that describes the reason of existence for an organization. It is a broad statement of intent, and is long term oriented. It shows the philosophy of the corporation on the strategic level. It is usually shot, formal, written statement the provides the framework of its strategic planning. It is a statement that sums up a corporation internally (i.e. the guidelines of conduct by management, and associates), and clarifies the intentions of the corporation towards its external environment .

I have picked Adidas to analyze their mission statement:

Corporate Mission Statement

The adidas Group strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle.

We are dedicated 
to consistently delivering outstanding financial results.

We are innovation and design leaders 
who seek to help athletes of all skill levels achieve peak performance with every product we bring to market.

We are consumer focused 
and therefore we continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value.

We are a global organization
that is socially and environmentally responsible, creative and financially rewarding for our employees and shareholders.

We are committed 
to continuously strengthening our brands and products to improve our competitive position

Source: www.adidas.com

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