“…Good mission statements are simple and direct as they need to capture an organisation’s unique and enduring reason for being and energises employees and other stakeholders (for example, shareholders) to pursue common goals (Bart, 1998). The academic literature seems convinced that mission statements can produce a host of positive palpable benefits and contribute to uplifting organisational performance (Mintzberg, 1987; Pearce and David, 1987; Ireland and Hitt, 1992; Duncan and Ginter, 1994; Dunn, 1994; Stone, 1996; Bart, 1998; Brønn, 2001; Zahan and Sultana, 2019). The usefulness of mission statements is directly found in the development and implementation processes, not the final product (Mullane, 2002).…”