Superdrug crafts a mission statement - with the help of 12,000 employees

Health and beauty retailer Superdrug was so determined that its mission statement would be something that everyone in the business could relate to and learn to live by day-to-day, that it sought the help of employees with wording it. Using the briefing system, the executive team cascaded the mission...

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Bibliographic Details
Published in:International journal of retail & distribution management 1998-10, Vol.26 (10), p.394
Main Authors: Gatley, Linda, Clutterbuck, David
Format: Article
Language:English
Subjects:
Business intelligence
Communication
Customers
Drug stores
Employee involvement
Employees
Executives
Mission statements
Retail stores
Strategic management
Teams
Online Access:Get full text
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Summary:Health and beauty retailer Superdrug was so determined that its mission statement would be something that everyone in the business could relate to and learn to live by day-to-day, that it sought the help of employees with wording it. Using the briefing system, the executive team cascaded the mission characteristics and launched a competition inviting employees' suggestions for encapsulating them in a short mission statement. The aim was to engage people in the ideas, stimulate discussion in teams and get people talking about the mission in language that is understandable to them. The result is a simple but very touchable statement, which supports the delivery of the business strategy by helping individual employees to see what they can do to move Superdrug towards the mission: Our mission is to be the customer's favourite, up-to-the-minute health and beauty shop, loved for its value, choice, friendliness and fun.
ISSN:0959-0552
1758-6690