ABSTRACT
This chapter introduces the notion of the mission statement and the overlooked complexity involved in putting one together with the most effectiveness. It provides a brief overview combined with a comprehensive description of the components necessary for writing and evaluating mission statements: customers; products/services; location/markets; technology; concern for survival, growth and profitability; the philosophy of self-concept; concern for image; and, finally, concern for employees. The chapter discusses the economic downturn, which, for aircraft manufacturers and their suppliers, both the nature of the downturn and the growth of new airline business models are critical. Because the downturn will likely extend into 2004-05, deliveries will remain under pressure and orders are unlikely to exhibit strong growth until 2005-06. Manufacturers, however, must focus on supporting the airline business models that will provide a long-term attractive solution for the passenger—a solution that has important implications for the product mix.
