Mission statement - May 2 2007 BOOKS Telling a Big Story in a Few Words 101 MISSION STATEMENTS FROM TOP COMPANIES By Jeffrey Abrahams(Ten Speed 147

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May 2, 2007 BOOKS Telling a Big Story in a Few Words 101 MISSION STATEMENTS FROM TOP COMPANIES By Jeffrey Abrahams (Ten Speed, 147 pages, $14.95) By RICHARD J. TOFEL May 2, 2007; Page D12 Alcoa is a big company. They make some of the best aluminum on Earth. Once upon a time, they made all of the aluminum, but that is another story. Our story is about vision. What is Alcoa's vision? "At Alcoa, our vision is to be the best company in the world." What? Hershey is a less-big company. They make some of the best chocolate on Earth. Hershey has a 65-word mission. It includes "Undisputed Marketplace Leadership" and "top-tier value creation" from a "portfolio of brands." Not one of the 65 words is "chocolate." Huh? Gillette used to be yet another leading corporation. It once said that its vision was to "build total brand value by innovating to deliver consumer value." Its vision did not seem to include anything about shaving. Perhaps a mistake: Today Gillette is a part Jeffrey Abrahams, an advertising copywriter by trade, has written -- edited might be
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This note was uploaded on 02/22/2012 for the course CSR 309 taught by Professor Staff during the Fall '08 term at Purdue University-West Lafayette.

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Mission statement - May 2 2007 BOOKS Telling a Big Story in a Few Words 101 MISSION STATEMENTS FROM TOP COMPANIES By Jeffrey Abrahams(Ten Speed 147

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