Purpose

Purpose statements persuade stakeholders of companies' reasons for being. The goal of this study was to analyze how purpose-driven companies craft their purpose, mission and vision statements and whether and how purpose statements differ from mission and vision statements.

Design/methodology/approach

This quantitative content analysis explored the brand personality traits, mission statement components and corporate ethos appeals that purpose-driven companies included in their purpose, mission and vision statements.

Findings

Results provide implications for corporate leaders and communicators who write these statements as well as theoretical implications related to brand personality, rhetorical theory and corporate ethos.

Practical implications

This research provides practical implications for corporate leaders and communication professionals about how to craft these statements, what components they might include and the potential benefits and downfalls of not clearly differentiating among purpose, mission and vision statements.

Originality/value

While several studies have compared differences between mission and vision statements, there is a lack of academic literature on how companies craft purpose statements. This study added to this body of knowledge on corporate communication.

中文翻译：

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目的 vs 使命 vs 愿景：有说服力的诉求和公司声明中的组成部分

目的

目的陈述说服利益相关者相信公司存在的理由。本研究的目的是分析目标驱动的公司如何制定他们的目标、使命和愿景陈述，以及目标陈述是否以及如何不同于使命和愿景陈述。

设计/方法/方法

这种定量内容分析探讨了目标驱动型公司在其目标、使命和愿景陈述中包含的品牌个性特征、使命陈述组成部分和企业精神诉求。

发现

结果为撰写这些陈述的企业领导者和传播者提供了启示，以及与品牌个性、修辞理论和企业精神有关的理论启示。

实际影响

这项研究为企业领导者和传播专业人士提供了有关如何制定这些声明、它们可能包含哪些组成部分以及未明确区分目的、使命和愿景声明的潜在好处和坏处的实际意义。

原创性/价值

虽然有几项研究比较了使命和愿景陈述之间的差异，但缺乏关于公司如何制定目标陈述的学术文献。这项研究增加了关于企业传播的知识体系。