Sameness and Difference

In their mission statements, universities are trying to differentiate themselves from other universities that are perceived as their competitors as well as highlight organizational specificities and brand unique images. However, at the same time, mission statements rely heavily on institutional specificities. On the basis of a combined discourse analysis, sequential analysis, and content analysis of mission statements of German universities, this article provides empirical evidence to the conclusion that mission statements allow universities to position themselves in particular niches and competitive groups, in which group similarities are highlighted vis-à-vis other groups’ differences.