Corporate Mission and Values
Lecture 4
Robinson College of Business
• Mission--The J. Mack Robinson College of
Business is committed to excellence in the
creation and dissemination of knowledge
in business. We prepare students to lead
by pursuing ethical, innovative and valueenhancing strategies in a culturally diverse
and technologically advanced world. We
serve… through complementary research,
teaching, and outreach activities…
Robinson College of Business
Core Values
• Excellence-we strive to be the best in
everything we do
• Integrity-we are truthful, fair and accountable at
all times
• Collegiality and Diversity-we respect diverse
perspectives and people in a collegial
environment
• Innovation-we encourage and support new ides
• Partnership-we engage our stakeholders in
mutually beneficial ways
Southwest Airlines
Mission Statement
• Mission of Southwest Airlines is dedication
to the highest quality of Customer Service
delivered with a sense of warmth,
friendliness, individual pride, and
Company Spirit.
• We are committed to provide our
Employees a stable work environment with
equal opportunity for learning and
personal growth.
Southwest Airlines
Mission Statement
• Creativity and innovation are encouraged
for improving the effectiveness of
Southwest Airlines.
• Above all, Employees will be provided the
same concern, respect, and caring attitude
within the organization that they are
expected to share externally with every
Southwest Customer.
Nordstrom
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Service to the customer above all else
Hard work and individual productivity
Never being satisfied
Excellence in reputation; being part of
something special
Mary Kay
Mission
• To give unlimited opportunities to women
Wal-Mart
Mission Statement
• To give ordinary folks the opportunity to
buy the same things as rich folks
Sony Corporation
Mission Statement
• To experience the sheer joy of advancing
and applying technology for the benefit of
the public
Walt Disney Company
Mission (early years)
• To make people happy
Walt Disney Company
Core Values (revised)
• No cynicism
• Nurturing and promulgation of “wholesome
American values”
• Creativity, dreams, and imagination
• Fanatical attention to consistency and
detail
• Preservation and control of the Disney
magic
Walt Disney Company
Objectives (today)
• The Walt Disney Company's objective is to be
one of the world's leading producers and
providers of entertainment and information,
using its portfolio of brands to differentiate its
content, services and consumer products.
• The company's primary financial goals are to
maximize earnings and cash flow, and to
allocate capital profitability toward growth
initiatives that will drive long-term shareholder
value.
ServiceMaster
Mission
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To honor God in all we do
To excel with customers
To help people develop
To grow profitably
Merck’s Mission
The mission of Merck is to provide society
with superior products and services by
developing innovations and solutions that
improve the quality of life and satisfy
customer needs, and to provide
employees with meaningful work and
advancement opportunities, and investors
with a superior rate of return.
Merck’s Core Values
• Our business is preserving and improving
human life.
• We are committed to the highest
standards of ethics and integrity.
• We are dedicated to the highest level of
scientific excellence and our research to
improving human and animal health and
the quality of life.
Merck’s Values
• We expect profits, but only from work that
satisfies customer needs and benefits
humanity
• We recognize that the ability to excel-to
most competitively meet society’s needs
and customer’s needs--depends on
integrity, knowledge, skill,diversity, and
teamwork of employees, and we value
these qualities highly
Merck’s Values
• See article below on River Blindness
• http://www.andrews.edu/~tidwell/bsad560/
29MerckCase.html
Priorities of Corporate Purpose
• What priority among constituents’ interests
best serves society?
• Which constituents have the strongest
claims on the firm’s wealth producing
capacity?
• What purpose creates the best competitive
performance?
Key questions to ask
about the mission statement?
Jim Collins
• Do you find the mission (purpose)
personally inspiring?
• Can you envision this purpose as valid
100 years from now as it is today?
• Does the purpose help you to decide what
activities to not pursue, to eliminate from
consideration
Key questions to ask
about the mission statement?
Jim Collins
• Is the purpose authentic-something true to what
the organization is all about-not merely words on
paper that sound nice?
• Would the purpose be greeted with enthusiasm
rather than cynicism by a broad base of people
in the organization?
• When telling your children and/or other love
ones what you do for a living, would you feel
proud in describing your work in terms of the
mission (purpose)?
Key questions to ask
about the mission statement?
Jim Collins
• Does the purpose help you think
expansively about the long term
possibilities and range of activities the
organization should consider over the next
100 years, beyond its current products,
services, markets, industries, strategies?