Page 210 - Performance Leadership

Chapter 11 The Return of the Mission Statement • 199

F igur e 11.2
Stakeholders Analysis of Mission Statements: (A) how often mentioned
(B) only stakeholder mentioned (C) mentioned first or last (D) distribution
of groups

47
Customers 85 Customers
27
40
Organization 63 Organization
16
2
Staff 50 Staff
21
8 C
Community 50 Community
23
13
Shareholders 44 Shareholders 17
A n=112
Partners/suppliers 16 Partners/suppliers 3
7
Mentioned first
4
Stakeholders 9 n=112 Stakeholders 1 Mentioned last
0 20 40 60 80 100 0 10 20 30 40 50
Number of mentions Number of mentions
B Community 29
25
Shareholder 23 D
18
14
Organization Customer
2 1
1 2 3 4 5 6 7
n=112 Number of stakeholders mentioned (average = 2.8)
that the benefit for the stakeholder mentioned last is the result of serv-
icing the aforementioned stakeholders well, like a cause-and-effect rela-
tionship. Finally, the stakeholder mentioned last could present a
boundary condition. This means the company has to operate within
the limitations this stakeholder poses on the organization, such as the
law. Part D shows a distribution of how many stakeholders are men-
tioned, ranging from 1 to 7. The average mission statement contains
about three stakeholders.
To show how the stakeholder analysis works, let’s look at the mission
statement of Virgin Atlantic, a British airline. It reads: “To grow a prof-
itable airline that people love to fly and where people love to work.”
The mission statement has three stakeholders. The first stakeholder
that is mentioned is the organization itself. The customer is mentioned
next, and lastly, the employees are referenced. In this mission state-
ment, the organization is seen as the most important stakeholder. The
customer is the most important external stakeholder, and the employees