ABSTRACT
The “mission” and “purpose” will be used interchangeably. A mission is an organisation’s main reason for existence in the marketplace. The vision can be reformulated once attained, while the mission is more prone to remain relatively unchanged over time. Both vision and mission should be widely communicated to the organisation’s main internal stakeholders and external ones. A mission-driven company serves others in a unique manner because each organisation has its own set of distinct talents and capabilities. A mission resembles a solid platform from which fruitful relationships with the organisation’s stakeholders can develop. A business mission has a long-term perspective, because the company’s activities performed to pursue that mission tend to contribute to a valuable legacy for posterity. A mission-driven company aims at the so-called “threefold bottom line,” which includes looking for incremental profits, but also caring for people and supporting the planet.
