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What is a mission in practice? Can it be created and managed? What is the link between strategy and philosophy? What is the role of corporate identity? Should senior managers be putting “mission” high up on their list of priorities? A year‐long research project into mission and corporate philosophy is drawn on to answer these and other questions on the “sense of mission” – that added ingredient which makes companies like Marks & Spencer so successful.
Andrew Campbell (1989) studied this question.