Academic journal article Journal of Management Research

An Exploratory Research regarding the Visibility of the Mission Statements on the Airline Company Websites

Academic journal article Journal of Management Research

An Exploratory Research regarding the Visibility of the Mission Statements on the Airline Company Websites

Article excerpt


The aim of this study is to display how efficient the airline companies use their websites to announce their mission statements to stakeholders. This qualitative research, for which content analysis is used, has a sample group of 252 companies. It has been determined that 70% of the companies announce their mission statements on their websites, 40% of them do it under the title "Our Mission", the companies usually give two language options (native and English), even if there are more, they are usually not available for mission statements, the most frequent location for the mission statement is the second, the least frequent is the homepage. This study concludes that the websites are not being used efficiently to reach their stakeholders.

Key words: Airline Mission Statements, Mission Communication, Airline Websites

1. Introduction

Mission is a crucial and comprehensive statement that explains the purpose of existence of an organization, exhibits the distinguishing philosophy, values and main objective among similar organizations and defines the operations, products/services, market and responsibilities of the organization (Bart, 1996, 1999; Drucker, 1973; Klemm, Sanderson & Luffman, 1991; Want, 1986).

Management literature consists of numerous views regarding the benefits to be derived from designation of a mission and sharing the mission with the stakeholders (e.g., Campbell, 1997; Ireland & Hitt, 1992; Rigby, 1998). Besides, mission statements are seen as a significant marketing and public relations tool. Furthermore, mission statements have become an important part of stakeholder relations and reputation management of today's companies (Leuthesser & Kohli, 1997). Taking all of these characteristics into consideration, a mission statement indeed is a public statement (Bartkus & Glassman, 2008).

Companies may utilize various tools in order to convey their mission statements to their internal and external stakeholders. If compared with booklets, reports, printed media tools, television, commercials and speeches, the use of websites on Internet could said to be one of the most significant communication tools for sharing the mission with the stakeholders. Seeing that, companies obviously are well aware of the substantiality of it. However, it is necessary to use the mission effectively in order to obtain the positive results. To use the mission with utmost effectiveness, the mission statement and all of its elements should be placed in the website where it can be easily found and reached, while expressing the mission in an understandable language.

Based on the hypothesis that the websites of the businesses which are acting globally should have comparable qualities, as they are trying to reach the same global stakeholders (Pearce & Roth, 1998), the objective of this research is to seek an answer to questions such as; if the airline companies publish their mission statements on their websites, whether the mission is published in an integrated or a sporadic fashion, which category the mission is included in, and which page the mission statement is published on. This report uses an exploratory research to show whether airline companies use their websites as an effective channel to convey their mission statements to their stakeholders and to provide suggestions to boost this intention.

2. The Importance of the Mission Communication through the World Wide Web for Airline Companies

The rapid development in communication technologies and particularly the Internet has provided new opportunities for the airline companies. The most prominent opportunity can said to be commented in online sales and distribution. Another influence of the Internet and other information technologies on airline industries is the rapid increase in self-service practices. These allow self-serving reservation, ticketing, and check-in services on a virtual platform, which eliminates the involvement of an intermediary. …

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