A Critical Comparison between Manufacturing and Service Firms’ Mission Statements: Manage Your Firms’ Mission Statements with Care Using Readability and Lexical Techniques

Abstract

This paper aims to investigate the Readability and Lexical Density of the mission statements of the large service and manufacturing firms. In respect of mission statements, a comparison between the service and manufacturing firms is drawn. For initial data arrangement, the mission statements of all selected service firms are grouped together, same was also done with the manufacturing firms separately. The mission statements are processed through the software for Readability (Gunning Fog, Flesch-Kincaid, SMOG, Coleman-Liau, Automated, Flesch Reading Ease score) and Lexical Density analysis in two categories, service firms and manufacturing firms. Result show that Service firms’ mission statements are more Lexically dense and possess higher average level than those of the manufacturing firms. This study contributes to the Strategic Management literature and practical implications to the service and manufacturing firms and their stakeholders. Also comes out of the ole ways of data analysis in management studies. Future researchers may carry out similar research in a specific industry.