A Response to “Beyond the Mission Statement: Alternative Futures for Today's Universities”

ABSTRACT

Mission statements are critical elements in the long-term success of for-profit and not-for-profit organizations. In “Beyond the Mission Statement: Alternative Futures for Today's Universities,” Finley, Rogers, and Galloway (2001) identify a number of possible identities they believe Institutions of Higher Education should pursue in order to be successful. This article expands on their proposed “Futures” and examines the critical role that mission statements have in defining the role of the organization and establishing the framework for effective market strategy.

KEYWORDS:

• Mission statement
• institutions of higher education
• not-for-profit organizations
• strategy
• market strategy
• target markets
• strategy
• environmental response
• customer groups
• alumni
• faculty