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By Terry Love

A-37/T-37 Dragonfly in motion - plane No. 114 [Dec 01, 1990] Terry Love; Joe Sewell and Don Greer ... 089747239X

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2009), 9 / Cf. Campbell and Yeung (1991), 11-13 / Cf. Kotler and Fox (1999), 150 / Cf. Bartkus et al. (2000), 23. See Kotler and Fox (1999), 150 / Cf. Draft (2010), 164 / Cf. Secord (1958), 269. / Browning (2009), 1 /Cf. Toftoy and Chatterjee (2003), 4. K. 1007/978-3-658-14519-4_4 26 4. ”130 However within this broad framework there is great room for variations on the very same theme. A mission statement may be very short, around one or two sentences, it may comprise an entire page or it may provide a hierarchy of statements.

191 The study’s results once more exemplify the importance of taking individual institutional strategic approaches into consideration. In the context of an analysis of mission content it can be argued that it would be interesting to observe the relationship between mission content, strategy and performance. As has been outlined, current AACSB accreditation guidelines make mission statements appear as a valuable source of an institution’s major strategic approach. While major potential shortcomings of the content of mission statements have been outlined above, it can generally be argued that current market developments have pushed colleges and universities to evaluate their identity and their image, establish what their strengths and weaknesses are, and develop a clear mission and vision that reflects organizational goals and identity.

For example, small institutions may wish to extend their programs but may not have the faculty to do so. Institutions offering a PhD degree will attempt to attract different types of students than institutions solely offering bachelor degrees. Institutional endowments are quite frequently tied to regional economies. Moreover, rural universities often have more difficulties attracting qualified faculty and/or students than universities located in the USA’s metropolitan areas. Institutions claiming to have a religious affiliation are restricted in the faculty they choose to hire.

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