How the Mission Internalization Works? An Empirical Research

The objective of this paper is to analyse the process of the definition and deployment of a company’s mission, to obtain a better understanding of the employees’ role. On the basis of the literature investigating the dimensions of the internalization of a mission (leadership, importance, knowledge, co-workers’ engagement and implication), the paper proposes a model that shows the cause and effect relationships among these dimensions. A survey addressed to Spaniards was launched, and 400 valid responses were received. The data was analysed using Structural Equation Modelling (SEM) for an initial model that shows the causal relations among the dimensions for the internalization of a mission. An array of Lagrange multiplier tests suggested modifications for refining the model and proposed one with acceptable fit indices, where the last dimension to be accomplished is “Implication”. The findings show a direct effect between “Leadership” and “Implication”, and double mediation. On the one hand, there is second order mediation through “Knowledge” and “Importance”. On the other hand, there is mediation through “Co-workers’ engagement”. This sequencing among the five dimensions of the internalization of the mission gives new clues and evidence for managers that will help them to define and implement a successful mission statement