The question we continue to ask: How do organisations define their mission?

Argues that a mission statement should contain goals, differentiation factors identify organisations’ aspirations and define the role of all stakeholder groups. Additionally they should establish the behaviour standards required to achieve the goals set out. David (1989) stated that every organisation has a unique purpose, set of goals and priorities and concludes that these priorities currently focus on three determinants of competitive advantage which are reflected in the mission statements of the UK’s top business organsations. Reports on an examination of the components of the mission statements of a large cross section of organisations.