Mission Statement

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Nike Mission Statement
"To lead in corporate citizenship through proactive programs that reflect caring for the world family of Nike, our teammates, our consumers, and those who provide services to Nike" The Nike mission statement in extremely particular in the way that it is worded.The statement is relatively short and doesn’t attempt to complecate the the mission statement in any way. The statement clearly is intended to be as socialy responsible as possible. The use of the words “to lead in corporate citizenship clearly depict this.Corporate citizenship by definition means a companys role in or responsibilities towards society. By using this in the start of the mission statement Nike have clearly set up the tone of the mission statement to be of a caring nature and this caring theme can be found throughout the statement eg “caring for the world family of Nike” This quote is again very well worded as it incorperates everyone who is in any way associated with Nike this is a key role of any mission statement and Nike have clerly succeeded in doing this. Critiqing the statement by using Ackoff 1986 as a base can be both negative and positive in relation to this particular statement. Negatively the statement does not define the business that Nike is, although the statement has the words “our teammates” this is a very loose hint at the idea of involment in sports. Positively the mission statement does cantain an objective which Ackoff suggests is key to a good mission statement, the entire statement is an objective and the wording of the statement is very clear in pointing towards this starting with the words “To lead”. Ackoff suggests that a good mission statement should contain a formulation of objectives but negatively for the Nike statement theres just the one objective. Ackoff suggests that a mission statement should deferenciate the company from its competitors. Nike have attempted to differentiate themselves by having a socialy responsible statement that...
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