Abstract:
A well-established mission statement is important for implementing and evaluating
the strategic management of any organization. Each higher education organization has its
own direction, unique aim, and reason for existing. Hence it establishes a mission statement
reflecting this uniqueness. This research aims to examine the mission statements of Kazakhstani
higher educational institutions by identifying characteristics based on the principles of strategic
management. In particular, based on the mission model proposed by Pearce this paper presents
a content analysis of the mission statements of one hundred – two (102) higher educational
institutions. The results show that such components as product/service, consumer, market, and
society are the most frequent elements found and that none of the one hundred – two mission
statements analyzed featured all elements of the “ideal” mission model. The results of the
current scientific paper can be used by managers of higher educational institutions to develop the formulation of their mission statements and strengthen their effective use as strategy drivers.
