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Stakeholder Orientation in Cruise Lines’ Mission Statements

Department of Economics and Business Studies (DIEC), Italian Center of Excellence on Integrated Logistics (CIELI), University of Genoa, 16126 Genoa, Italy
Author to whom correspondence should be addressed.
Sustainability 2017, 9(11), 2151;
Received: 17 October 2017 / Revised: 13 November 2017 / Accepted: 16 November 2017 / Published: 22 November 2017
(This article belongs to the Section Economic and Business Aspects of Sustainability)
Consistent with the extant management literature, mission statements are crucial for the sustainability and growth of any firms and have been considered to be a tool for the strategic management process. Despite the considerable attention awarded to this theme, the role of the mission statement in the strategic management of tourism firms has not been sufficiently highlighted. The present paper tries to bridge this literature gap and aims to (i) analyze the content of mission statements; and (ii) investigate the stakeholder orientation of cruise line mission statements. We apply a content analysis method to analyze the mission statements of 44 cruise lines, employing three different perspectives: (1) the inclusion of stakeholder groups; (2) mentions of specific “mission” components; (3) reference to four goals usually assigned to mission statements. The analysis was performed using the software package QDA-Miner. The results suggest that it is possible to identify four clusters of firms that present similar content in their mission statements, and that cruise companies tend to reserve a major attention to customers. This contribution presents some valuable research implications mainly useful for researchers and academics, but also maybe of benefit to professionals and investors. View Full-Text
Keywords: mission statement; stakeholder orientation; corporate goals; cruise companies mission statement; stakeholder orientation; corporate goals; cruise companies
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MDPI and ACS Style

Penco, L.; Profumo, G.; Scarsi, R. Stakeholder Orientation in Cruise Lines’ Mission Statements. Sustainability 2017, 9, 2151.

AMA Style

Penco L, Profumo G, Scarsi R. Stakeholder Orientation in Cruise Lines’ Mission Statements. Sustainability. 2017; 9(11):2151.

Chicago/Turabian Style

Penco, Lara, Giorgia Profumo, and Roberta Scarsi. 2017. "Stakeholder Orientation in Cruise Lines’ Mission Statements" Sustainability 9, no. 11: 2151.

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