Exploring the application of mission statements on the World Wide Web

Mission statements are considered to be one of the most popular management tools in the world – and also one of the most frustrating. To secure their success, it has been recommended that mission statements be communicated and disseminated to as many internal and external stakeholders as possible. One means for doing this is through the Internet and the posting of an organization’s mission statement on its company Web site. But who is doing this? What types of organizations are using the World Wide Web to advertise their missions? Where is a mission statement typically located in a corporate Web site? And what are some of the motivations that an organization has for posting or not posting its mission? These are questions which have not yet been addressed by previous research and which this preliminary study sought to answer.