Abstract
The objective of this study was to make a comparative analysis of the mission statement of Retail firms, in order to visualize the quality of its mission statement using a Nine Point Scale model given by Fred R. David. Seventeen Retail firms were used as a convenient sample to make analysis in this study. Data needed to make comparative analysis of mission statement were collected from annual reports and websites of these selected companies. This study was limited to the selected Retail firms. Thus, it may lack high Generalizability. Researchers may expand the spectrum of study by investigating other types of sectors to arrive at generalisation. Acknowledgment: Vision and Mission: Conceptual Roots taken from prescribed textbook titled “Strategic Management Concept and cases by Fred R. David, Prentice Hall”. Researcher is thankful to author.
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