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Mission statements serve as tools for companies to establish a vision and create a foundation for core business decisions. Mission statements are a way to tell not only shareholders, but consumers and employees, who the company is and what the company hopes to accomplish. Effective mission statements should promote differentiation from competition. However, little research exists in determining the effectiveness of differentiation through mission statements. The purpose of this study was to evaluate mission statements from competing companies, in the same market, to see if they differentiate from one another. Results suggest companies competing in the sports apparel market are having difficulty distinguishing themselves from the competition.

mission statements, differentiation, sport apparel