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Communication in Responsible Business by Roger N. Conaway

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Chapter 5

Communicating Through Institutional Documents: Vision, Mission, and Codes of Conduct

A key purpose of vision and mission statements is to inform stakeholders of what the firm is, what it seeks to accomplish, and show it seeks to serve.1

Management tools exist today which are commonplace and ones that companies use to communicate their commitment to sustainability. We cover three of these tools in this chapter, including vision and mission statements, tools which are carefully drafted by top management and provide long-term guidance through strategic planning and performance. Codes of conduct represent a third tool that guides a company’s ethical and sustainable behavior. We begin the chapter with a discussion of vision statements incorporating ...

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