Academic journal article Journal of the International Academy for Case Studies

School of Business Revises Its Mission Statement

Academic journal article Journal of the International Academy for Case Studies

School of Business Revises Its Mission Statement

Article excerpt


The primary subject matter of this case concerns implementation of a process designed to improve an existing mission statement in terms of completeness and quality. Students use a mission statement evaluation scale to identify deficiencies in an existing mission statement and adopt a TQM based brain storming, multi-voting approach to rectifying the deficiencies. The case depicts a university business school in the process of reviewing and improving an existing mission statement for purposes of satisfying accreditation requirements and improving program and service delivery processes. The case is designed to be taught in approximately three class hours.


Students are provided with a management scenario in which the dean of a university school of business has determined that the school's mission statement must be revised and improved in terms of completeness and quality for purposes of meeting accreditation requirements and reestablishing a strong sense of unity of direction on the part of the school's faculty and staff. One of the faculty members has been assigned the task of facilitating the mission statement improvement process which incorporates 1) assessment of the completeness of the existing statement by faculty and students of the school of business, 2) participation in a brainstorming, multi-voting process designed to rectify noted deficiencies in the statement, 3) a revision of the statement and finally 4) a reassessment of the new statement. Students are asked to apply this mission statement improvement process to the current mission statement for their university.


The dean of a small university business school wants to improve the school's mission statement to meet AACSB accrediting requirements and to improve the business program. She wants to refocus the school's faculty and staff on the school's purpose and vision. She has assembled the school's faculty and staff in the meeting room of one of the local community banks. She begins the activities with some opening comments. "Before I turn the proceedings over to Dr. Alexander, let me thank everyone for coming. I know we could have done this at our building, but I thought everyone might enjoy getting away for the day. As you can see, there are refreshments in the back--help yourself. We'll break for lunch around 11:30, be back at 1:00, finish up around 5:00, dinner at my house at 6:00. Does anyone have any questions or announcements before we get started? Well, in that case, I will turn the show over to your esteemed colleague, Dr. Alexander."


The School of Business is part of a small liberal arts university that, in addition to traditional liberal arts programs, also offers excellent programs in a number of professional areas including business. The School of Business offers undergraduate degree programs in Accounting and Business Administration as well as a Master's Degree in Business Administration. Five years ago, the School received full, 10-year accreditation by AACSB, the oldest and most prestigious external accrediting body for collegiate business programs. The process was extremely challenging, requiring great commitment on the part of the entire faculty, administration, and staff of the School. Everyone within the School took great pride in accomplishing this goal-not only because the School received the accreditation, but also because this intense effort resulted in dramatic improvements in the quality of the programs. The challenge now was to maintain the accreditation that they had worked so hard to achieve.

AACSB accreditation standards are built around the mission of each specific business program. Five years ago, the School completely revised its mission statement to accurately reflect what really existed within the School as well as what the School wanted to become. At first, it was done simply to satisfy a requirement for accreditation; however, it proved to be very beneficial in modifying and developing mission-supportive activities and programs that significantly enhanced the quality of the programs and services provided by the School. …

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