The strategy of mission statement to build staff working value - A case study of Starbucks

Starbucks is a world well-known coffee shop company. Starbucks originated from the United States where people used to drink low quality and poor taste coffee. To teach the customers how to taste the best coffee and to provide people with a very relaxing and comfortable environment where people can enjoy their coffee as comfortable at their homes as possible, Starbucks developed some strategies which have been attributed to its success in its coffee chain store business. In this context vision and mission statements have emerged as strategic tools that it had separated into six categories that are: company focus, core values, concern for people, human resource, customer focus, and quality. The value congruence between what an organization such as Starbucks stands for and of its members can transform the jobs into a mission with a higher order meaning. Mission statements are no longer used as decorative devices rather the espoused values are enacted by managers in their behavior and policies.