Internal Marketing

The article is based on influencing employee behavior through internal marketing. Motivating staff to change their behaviors and thinking to achieve organizational goals. The best way to do this is through internal marketing by using the same persuasive methods of communication that companies employ to market products and services externally. In effect, this means you must treat your employees as you would your customers, synchronizing your internal and external brands in the process (How to influence employee behaviour through internal marketing, 2003).

This company wants to revive its name and marketability by changing the company’s mission statement. This is a good decision especially if the company is not very profitable. Reinventing the company in many different ways can have several positive outcomes. Sometimes an organization realizes that its mission statement is too narrow and wants to provide services or products that are related to the original statement. Also, an organization might find that its mission statement is too broad, and would rather focus on a more specific, manageable goal. Updating written language is another reason why a company may choose to change their mission statement. An organization that is old and established might find that its mission no longer fits into modern society. It might contain vocabulary that is no longer in use or that is not modern enough to attract new clientele (Bronson, 2012).

Changing Mission Statements

An organizational mission is an organization's reason for existence. It often reflects the values and beliefs of top managers in an organization. A mission statement is the broad definition of the organizational mission. It is sometimes referred to as a creed, purpose, or statement of corporate philosophy and values. A good mission statement inspires employees and provides a focus and direction for setting lower level objectives. It should guide employees in making decisions and establish what the...