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1 Vision and Mission Statements Analysis and Company Overview Colangelo College of Business, Grand Canyon University MGT-660: Strategic Management Dr. Mary MacDonald February 11, 2024

2 Criteria for Improved Vision and Mission Statements Amazon’s vision statement states it “strives to be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work” (Amazon.com, Inc., 2024). This provides a comprehensive answer to the question of who the company wants to become, but the vision statement could be improved further by adhering more to the core characteristics of a vision statement: to be clear, futuristic, concise, unique, and inspiring (David et al., 2020). A good vision statement should reveal the intended identity of the company for the future, showcase its desired accomplishments for the next five years, and show the company’s competitive advantage while keeping motivational and concise (David et al., 2020). This can perhaps be achieved by being even more concise and emphasizing the dual goals of focusing on the customers and caring for employees, yielding a vision statement that would sound something like this: Amazon strives to be the customer’s best source for goods and services and the world’s best place to work. While vision statements show what the company wants to become, they should provide a foundation for developing the mission statement, which shows what the company is currently (David, 2020). The mission statement declares the company’s reason for being and states its purpose, philosophy, beliefs, and principles (David et al., 2020). Furthermore, mission statements may impact organizational performance (David, 2020). Amazon’s mission statement states it is “guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking” (Amazon.com, Inc., 2024). While this mission statement is appropriately broad in scope to allow for a range of strategic management options, it may be too broadly stated to successfully preclude

3 dysfunctional strategies that would be detrimental to the company’s goals. A good mission statement will be appropriately broad but concise, inspiring, enduring, reconciliatory of diverse stakeholder views, and attractive to customers while also revealing social and environmental responsibility and addressing the nine core components: products or services, customers, markets, technology, concerns for growth, concerns for public image, concerns for employees, and distinctive competence (David et al., 2020). With these criteria in mind, a better mission statement for Amazon might be the following: Amazon is committed to providing an unparalleled and innovative service to the customer while nurturing our employees, the planet, and society.

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4 References Amazon.com, Inc. (2024). Who we are . Retrieved from https://www.aboutamazon.com/about-us David, F., David, F., & David, M. E. (2020). Strategic management: A competitive advantage approach, concepts and cases (17th ed.). Pearson. David, F. (2020). Analysis of vision and mission statements characteristics and their association with organizational performance: a guide to writing effective vision and mission statements. Abstract: Applied Studies in Agribusiness and Commerce, 14(1–2).

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