Elements of Mission Types:

Matrix of difference in Content and the organisations Participation


Describes the difference in what drives the organisations Mission in relation to values and/or strategy


Lissac & Ross (2001) question value in todays’ complex environment – coherent (acting to reinforce who you are) rather than visionary

Lipton (1996) executives walk do not match vision talk


To determine effectiveness of the Mission statement

Source of Mission Types:

Henley Business School