Purpose vs mission vs vision: persuasive appeals and components in corporate statements

IF 3.1 Q1 COMMUNICATION
A. Fitzsimmons, Y. Qin, Eve R. Heffron
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引用次数: 2

Abstract

PurposePurpose statements persuade stakeholders of companies' reasons for being. The goal of this study was to analyze how purpose-driven companies craft their purpose, mission and vision statements and whether and how purpose statements differ from mission and vision statements.Design/methodology/approachThis quantitative content analysis explored the brand personality traits, mission statement components and corporate ethos appeals that purpose-driven companies included in their purpose, mission and vision statements.FindingsResults provide implications for corporate leaders and communicators who write these statements as well as theoretical implications related to brand personality, rhetorical theory and corporate ethos.Practical implicationsThis research provides practical implications for corporate leaders and communication professionals about how to craft these statements, what components they might include and the potential benefits and downfalls of not clearly differentiating among purpose, mission and vision statements.Originality/valueWhile several studies have compared differences between mission and vision statements, there is a lack of academic literature on how companies craft purpose statements. This study added to this body of knowledge on corporate communication.
目的与使命与愿景:企业声明中的说服力和组成部分
目的目的声明说服利益相关者了解公司存在的原因。本研究的目的是分析目标驱动型公司如何制定其目标、使命和愿景声明,以及目标声明是否以及如何与任务和愿景声明不同。设计/方法论/方法这一定量内容分析探讨了目标驱动型公司在其目标、使命和愿景声明中所包含的品牌个性特征、使命声明组成部分和企业精神诉求。研究结果为撰写这些声明的企业领导者和传播者提供了启示,也为品牌个性、修辞理论和企业精神提供了理论启示。实际含义这项研究为企业领导者和沟通专业人士提供了实际含义,包括如何制定这些声明,这些声明可能包括哪些组成部分,以及不明确区分目标、使命和愿景声明的潜在好处和坏处。原创性/价值虽然一些研究比较了使命和愿景声明之间的差异,但缺乏关于公司如何制定目标声明的学术文献。这项研究增加了关于企业沟通的知识。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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