In this article, the authors analyse the mission statements of 50 top Italian enterprises, which are published on the companies’ web sites. The purpose of this study is to analyse, using the Nine Point Scale model given by Fred R. David, the contents of the web site mission statement referring to 50 top Italian operating companies. The findings of the study allow us to confirm that an important topic, as the company mission statement, is often misunderstood and not defined properly, according to the elements of the reference model. The statements are, for most of them, not built in order to give the right support and the useful guidelines for strategic management.
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