Mission and organizational values form the foundation of every thriving company, determining its identity, direction, and how it wants to be perceived by employees, customers, and the external environment. Scientific research clearly shows that a well-defined mission and authentic values contribute to building a strong organizational culture, which translates into tangible business outcomes—from increased employee engagement, customer loyalty, to better financial results. This article presents a comprehensive analysis of the role of values and mission in shaping company culture, based on the latest scientific research and real-world examples from business practice.
Theoretical Foundations of Mission and Organizational Values
What is a Company’s Mission?
A company’s mission is a precise statement of the reason for its existence and activity in the market. As experts highlight, “the mission plays a key role in its development, helping to determine the purpose and direction of actions. It enables the creation of a strong brand that believes in what it does and wants to share that with others.” It answers the fundamental question: why do we operate in the market, who is our audience, and what values and goals drive us.
The mission of a company is about deeper meaning—not just what we do, but, most importantly, “why we do it.” If entrepreneurs find the answer to this question, they will build the foundation of a brand based on specific motivations and beliefs according to which they want to act. Harvard Business Review defines mission as “an indelible purpose and reason for the organization’s existence,” emphasizing its fundamental importance to the company’s identity.
Pablo Cardon and Carlos Rey, authors of “Management Through Mission,” distinguish four basic types of organizational missions:
- Business mission – aimed at generating profit and improving market position
- Development mission – associated with innovation and employee development
- Rational mission – covering relationships with customers and business partners
- Mission related to contributions to others – involving pro-social and environmental actions
What are Organizational Values?
Organizational values are a set of fundamental principles and beliefs that define how a company operates and makes decisions. Harvard Business Review defines values as “the way an organization commits to action—defining how the company does what it does, and the principles it will consistently follow.” Values serve as a moral and ethical compass for the organization, helping employees make decisions in line with the company’s philosophy.
Scientific research suggests that “organizational values are closely tied to the way the company operates, its management style, and are embedded in interpersonal relationships. Every organization has its own system of values, norms, and beliefs, which form its essence and specificity.” These internal beliefs manifest in daily actions and decisions made at all levels of the organization.
The Relationship Between Mission, Vision, and Values
To better understand the interdependencies between these concepts, it is important to clarify their differences. As experts from Cyrek Digital emphasize, “vision is the broadest term—here we are talking about an organization’s future vision and plans.” Vision can be understood as the dream of what the brand will be in a few years, encompassing a longer time frame than the mission.
Mission, on the other hand, covers a smaller scope and usually a shorter time horizon. It relates to “specific and concrete tasks to accomplish,” which should always stem from the organization’s vision, its values, and the current market situation. Unlike vision, the goals within the mission must be measurable and achievable.
The Importance of Mission in Shaping Organizational Culture
Mission as the Foundation of Strategy and Company Identity
The mission serves as the foundation for all strategic decisions within the company. “It defines the company’s intentions, its values, the reason for its existence, and answers questions about which consumer needs it aims to meet, and why.” In practice, this means that a well-crafted mission serves as a reference point for decision-making at all levels of the organization.
Empirical studies indicate that “organizational culture is an important resource supporting the mission and strategy of companies, and it should be aligned with them.” This means that the mission not only sets the direction for the company’s activities but also shapes its organizational culture, influencing behaviors, attitudes, and values of employees.
The Impact of Mission on Employee Engagement
A clearly defined and inspiring mission can significantly impact employee engagement. When employees understand and identify with the company’s mission, they are more motivated and feel that their work has greater significance. As Simon Sinek, the American speaker and author of personal development books, states, “those who know why they do what they do—win people’s hearts and gain an edge in the competitive market.”
Practical Example: Google
Google, one of the world’s most innovative tech companies, has chosen as its mission “to make the world’s information universally accessible and useful.” This clear mission translates into an organizational culture focused on innovation, openness, and accessibility of information.
In practice, Google realizes its mission through continuous improvement of its search engine, creation of new products that facilitate access to information, and investments in technologies that democratize knowledge. The company has created a culture where employees are encouraged to experiment, share ideas, and question the status quo. An example of this approach is the famous “20% time” rule, which allows employees to dedicate part of their work time to projects related to the company’s mission. It was during this time that products like Gmail and Google News were created, significantly contributing to the realization of Google’s mission.
The Role of Values in Building Organizational Culture
Values as Determinants of Organizational Behavior
Organizational values form the foundation of the company’s culture, determining acceptable behavior patterns, communication styles, and decision-making processes. Scientific research shows that “organizational values are closely linked to the way a company operates, its management style, and interpersonal relationships.” In practice, this means that values permeate all aspects of the organization, from daily interactions between employees to strategic business decisions.
Consistency of Organizational and Individual Values
A key element in successfully implementing values is their consistency with the personal values of employees. As researchers emphasize, “as important as managing through values is the issue of aligning organizational values with those declared by the employees themselves.” This is about managing in a way that creates a shared platform for collaboration and engagement between the management team and employees, in order to meet the company’s interests and the employees’ aspirations.
Practical Example: Apple
Apple, one of the most valuable brands in the world, defines its mission as “designing and creating innovative products that enrich the lives of users.” This mission is supported by key organizational values such as innovation, excellence, simplicity, and focus on the user experience.
In practice, these values manifest throughout the Apple product development process—from minimalist design, intuitive interfaces, to high-quality craftsmanship. The company has created a culture where innovation and excellence are not only expected but celebrated. Steve Jobs, co-founder of Apple, was known for his perfectionism and pursuit of excellence, which became an integral part of the company’s organizational culture.
Apple’s values are also visible in its approach to recruitment and employee development. The company looks for individuals who share its values and passion for creating life-changing products. As a result, Apple has built a team of dedicated employees who identify with the company’s mission and values, which translates into high engagement and loyalty.
Implementing Mission and Values in Organizational Culture
The Role of Leadership in Promoting Values and Mission
Scientific research clearly indicates that “the managerial team plays a special role in promoting organizational cultures, which depends on the efficiency of the organization.” Leaders play a key role in shaping organizational culture by modeling desired behaviors, communicating values and mission, and supporting employees in internalizing them.
Harvard Business Review emphasizes that values and mission “should never be static. Just as the environment around the company changes, so must the company itself.” This means that the role of leaders is not only to promote values and mission but also to periodically review and adapt them to changing market and social conditions.
Process of Implementing Values in the Organization
D. Lewicka and J. Michniak note that at the level of organizational and personnel practices, managing organizational culture should be based on planned actions based on the organization’s values. The basic goals include:
- Informational goal – informing employees about the value system in the organization, not only through training but also through everyday functioning
- Implementation goal – introducing values into organizational practice
- Preventive goal – establishing procedures and actions consistent with the organization’s values, setting a good example
Practical Example: Microsoft
Microsoft, a global technology leader, defines its mission as “developing software, devices, and services that help people around the world achieve their full potential.” To successfully implement this mission into its organizational culture, under the leadership of CEO Satya Nadella, the company underwent a deep cultural transformation.
Microsoft implemented the “growth mindset” philosophy, which encourages employees to continuously learn, experiment, and view failure as an opportunity to learn. The company has created several programs and initiatives supporting this philosophy, including:
- Regular “One Week” sessions – an annual event where employees can experiment with new ideas and projects
- “Hackathon” program – allowing employees to develop innovative solutions beyond their daily duties
- Employee evaluation system focused on development and learning, not just results
Additionally, Microsoft integrated its values into recruitment, training, and development processes, ensuring their consistent application throughout the organization. Microsoft’s cultural transformation is widely regarded as one of the key factors behind the company’s resurgence and success in recent years.
Measuring the Impact of Mission and Values on Organizational Culture
Indicators of Organizational Culture Effectiveness
Measuring the impact of mission and values on organizational culture is challenging, but possible through the analysis of various effectiveness indicators. Studies in organizational psychology and management suggest that this can be done by monitoring elements such as:
- Employee engagement and satisfaction levels
- Talent retention rate and turnover
- Employees’ identification with organizational values
- Consistency of decisions with declared values
- Perception of the brand by customers and business partners
Tools for Assessing Organizational Culture
The Journal of Applied Psychology, one of the leading journals in applied psychology, deals with studying “cognitive, motivational, affective, and behavioral phenomena in work and organizational environments.” This journal provides a variety of methodologies and tools for assessing organizational culture, including questionnaires, interviews, and observational techniques.
Contemporary approaches to assessing organizational culture often combine quantitative methods (surveys, questionnaires) with qualitative methods (in-depth interviews, focus groups) to obtain a fuller picture of the relationships between mission, values, and organizational culture.
Practical Example: IKEA
IKEA, the Swedish furniture company, whose mission is “to offer a wide range of functional and affordable furniture and home furnishings that help people create beautiful and cozy homes,” regularly measures the impact of its values on organizational culture.
The company uses the comprehensive “VOICE” survey – an annual survey where employees assess various aspects of the organizational culture, including how well the company’s values are implemented in daily work. This survey includes questions about leadership, collaboration, work-life balance, and overall job satisfaction.
The survey results are analyzed at both local and global levels, and used to develop specific actions aimed at strengthening the organizational culture. Thanks to this systematic approach, IKEA has managed to maintain its unique organizational culture despite operating in diverse cultural contexts worldwide.
Challenges in Managing Values and Mission in an Organization
Common Issues in Implementing Values
Implementing organizational mission and values faces a number of challenges that can hinder building a consistent organizational culture. The most common issues include:
- Discrepancy between declared and actual values – the so-called “values on the wall” vs. “values in action”
- Lack of leadership commitment to promoting values
- Difficulty in communicating and internalizing values by employees
- Conflict between organizational and personal values of employees
- Problems adapting processes and organizational structures to declared values
Studies show that “despite numerous discussions on the importance of managing through values, managerial staff do not always promote and respect them.” This inconsistency between declarations and practice is one of the biggest challenges in building a culture based on values.
Strategies for Overcoming Challenges
Studies and business practice provide a number of effective strategies for overcoming challenges related to implementing mission and values:
- Ensuring authenticity of organizational values – values should reflect the true beliefs and practices of the organization
- Engaging employees in the process of formulating and revising mission and values
- Leadership integrity – leaders must model behaviors consistent with values
- Creating reward and recognition systems that support behaviors aligned with values
- Regular communication and education regarding the significance and practical application of values
- Adapting recruitment, training, and development processes to organizational values
Practical Example: Amazon
Amazon, the e-commerce giant, whose mission is “to be the most customer-centric company in the world, offering a wide selection of products and services at the lowest prices,” faced the challenge of maintaining its organizational culture amidst rapid growth and global expansion.
To manage its culture effectively, Amazon formalized its values through 14 leadership principles, which form the foundation of its organizational culture. Among these principles are “Customer Obsession,” “Invent and Simplify,” and “Bias for Action.”
Amazon has implemented several practices to ensure these principles are internalized by employees, including:
- A comprehensive onboarding program for new employees focused on the company’s values and culture
- Regular workshops and discussion sessions on leadership principles
- Employee evaluation system that includes adherence to leadership principles
- Mechanisms for sharing examples of practical application of principles in daily work
Thanks to this systematic approach, Amazon has been able to maintain its unique organizational culture despite rapid growth and expansion into new markets.
The Future of Managing Values and Mission in Organizations
The Evolution of Approaches to Mission and Values
Harvard Business Review emphasizes that “mission, vision, and values should never be static. Just as the environment around a company changes, so must the company itself.” In the face of dynamic social, technological, and market changes, organizations must regularly verify and adapt their missions and values to keep them relevant and inspiring.
As MIT Sloan Management Review notes, modern organizations must “innovate, act, lead, and create value in a world transformed by technology and large-scale social and environmental forces.” This means that organizational missions and values increasingly consider aspects such as sustainable development, social responsibility, and inclusivity.
Trends Shaping the Future of Values-Based Management
Analysis of the latest research and business practices allows us to identify several key trends that will shape the future of values-based management:
- Growing importance of authenticity – employees and customers increasingly value organizations whose declared values are reflected in practice
- Personalization of values – adapting the way values are communicated and implemented to employees’ individual needs and preferences
- Integration of technology in culture management – using analytical tools, social platforms, and mobile apps to promote and monitor organizational culture
- Globalization vs. localization of values – balancing global consistency with adapting to local cultural contexts
- Co-creating values – engaging employees, customers, and other stakeholders in the process of defining and evolving organizational values
Practical Example: Tesla
Tesla, the innovative automotive and energy company, whose approach is characterized by “an ecological approach to motoring, innovation, and leading the way,” provides an excellent example of the evolution of mission and organizational values.
Initially, Tesla focused mainly on transforming the automotive industry through electrification. However, over time, the company expanded its mission to include broader aspects of sustainable energy, such as energy storage and solar energy production. Tesla’s official mission was reformulated to “accelerating the world’s transition to sustainable energy.”
This evolution of mission was a response to changing market needs and growing environmental awareness in society. Following the expansion of its mission, Tesla began promoting new values such as an integrated approach to sustainable energy, democratizing technology, and cross-sector innovation.
The company implemented its expanded mission and values through:
- Development of new product lines, such as Powerwall (energy storage system) and Solar Roof (solar roofs)
- Investments in research and development of battery and sustainable energy technologies
- Educating consumers about the benefits of transitioning to sustainable energy
- Collaboration with other industries to accelerate the energy transition
This adaptability in terms of mission and values has allowed Tesla to maintain its leadership in innovation and effectively respond to global challenges related to climate change.
Summary
Mission and organizational values form the foundation of company culture, influencing all aspects of its operation—from daily activities, employee and customer relationships, to long-term strategic decisions. As shown by the research and examples provided, well-defined mission and authentic values can significantly contribute to an organization’s success, building employee engagement, customer loyalty, and a positive brand image.
Empirical studies clearly indicate that “organizational culture is an important resource supporting the mission and strategy of companies, and it should be aligned with them.” A properly shaped organizational culture, based on a clear mission and consistent values, also strengthens the ethical sphere of the entire organization, which is especially important in today’s business world.
Effective management of mission and values requires a systematic approach, including careful formulation, consistent communication, modeling by leadership, and regular monitoring and adaptation to changing conditions. In a dynamic business environment, organizations must be ready to evolve their missions and values while maintaining their authenticity and consistency with the company’s identity.
As Simon Sinek emphasizes, “those who know why they do what they do—win people’s hearts and gain an edge in the competitive market.” This simple but profound truth should guide all organizations striving to build a strong and effective organizational culture based on a clearly defined mission and authentic values.
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