Interview on Mission Statements

Interview on Mission Statements Scoring Guide.
The purpose of this assignment is to study the process of constructing a mission statement and the use of a mission statement in operations. Find an organization that has a formal mission statement. Contact someone within that organization (your organization, a non-profit, a government agency, or a business). Ask to speak with the director, owner, or CEO and explain that you are studying mission statements and are conducting research as a class activity.

Use the following questions as a guide and develop a few additional questions for your interview:

When did your organization first develop its mission statement?
Who was responsible for its development?
Did you involve stakeholders and how?
By what process is the mission statement altered or modified and who is involved?
How is your mission statement used day-to-day?
Also, review the Interview on Mission Statements Scoring Guide and make sure you address all the criteria.

Summarize your interview in a short paper. Make sure to discuss why you chose to ask the questions you developed, summarize the process of constructing a mission statement, and describe the importance of the mission statement to organizations. Provide an overview of your findings and submit the information as an attachment in the assignment area.

The mission statement addressed in the paper is that of COWI, a multinational consultancy firm that works in the fields of engineering, environmental science, and economics, and an interview of with Kristoffer J. McClelland, who is the Business Development Manager in the Industry and Energy Department of COWI’s Qatar office. According to David (2011), mission statements are statements that endure for the purpose of distinguishing one company from another in the same industry. McClelland alludes that the COWI’s mission statement has been employed since the establishment of the company in 1930 (COWI). The company’s mission is to supply consultancy services within engineering, environment, and economics and activities that are associated with these fields. The mission of the company has always focused on providing consultancy services that are of the highest quality according to the international standards. The respondent alludes that COWI works to create significant value for its clients, workers and the society by employing its 360° mindset strategy (COWI, 2013). Asking about the development of the mission statement, the interview enabled the collection of fundamental information that shows that these statements should be formulated with considerations of the company, workers, and the customers.

Sentiments expressed by McClelland demonstrates that the development of the mission statement was accomplished by the engagement of the company leaders as well as the workforce. In this light, the mission statement reflects the capabilities of the company to achieve satisfactory results for the clients, workers, and shareholders. In the interview, asking the developers about the mission statement was instrumental in determining if mission statements should be an activity that is accomplished by many stakeholders or specific people in the organization. Based on the responses offered by the respondent, the mission statement should be an organizational thing. Fundamentally, it shapes the ultimate goals of all workers in the organization. Their participation in the process is critical in creating motivation. Additionally, changes in the mission statement should also involve workers because they are the most critical assets in the organization and are the ones who create a competitive advantage for COWI. The mission statement is critical to the organization, and it guides the goals of the projects carried out by the organization. Additionally, McClelland notes that it is a source of motivation for the workers because it gives them a common goal, and it has been instrumental in preserving the corporate culture across all subsidiaries.

Insights from the interview show that developing a mission requires the summing up of the business range and nature of products or services. Also, it should reflect the capabilities of the company, including the pricing, quality, marketplace position, the potential for growth, and relationships with workers, employees, and other stakeholders. Having an effective mission statement allows the business to focus on the steps that it needs to meet for it to succeed. The mission should be concise. In this context, it should communicate effectively to the audience, may it be the workers, customers, shareholders, or competitors (Analoui & Azhdar, 2002). Suggestively, it should get the point across to all these people with a few words. The mission statement should be outcome-oriented to ensure that it is a source of motivation for the workforce and a source of confidence for the shareholders and customers. Another key consideration is that the mission statement should be inclusive to ensure that it takes into account the goals of various groups within the organization. Subsequently, it should unify the efforts of all people and departments in the organization to limit internal competition and enhance organizational performance.


Analoui, F., & Azhdar, K. (2002). CEOs and development of the meaningful mission statement. Corporate Governance, 2(3), 13-20.

COWI. (2013). COWI QATAR A/S: Company Profile. Doha, Qatar: COWI.

COWI. (n.d.). The Future Of Development In Qatar. COWI.

David, F. R. (2011). Strategic Management: Concepts and Cases (Thirteenth Edition). New Jersey: Pearson Education.

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