ng short of building the world's most customer-centric Company." Lastly, "our Company mission is to leverage technology and expertise to provide the best buying experience on the Internet" (Balanced Scorecard, p. 1). These quotes from Mr. Bezos could be combined to create an effective mission statement, as follows: The mission of Amazon.com is to leverage technology and the expertise of our invaluable employees to provide the best buying experience on the Internet. Our goal is nothing short of building the world's most customer-centric Company capable of providing our customers with the best shopping experience online today, and into the future. An evaluation of the aforementioned mission statement follows:Essential ComponentEvaluationJustification for EvaluationCustomersStrongCustomers are frequently mentioned and are clearly the focus of a "customer-centric" Company.Products or ServicesModerateIdentifies online shopping as service.MarketsModerateThe market is the online community.TechnologyStrong"leverage technology" indicates that technology is critical for the success of Amazon.Concern for survival, growth, and profitabilityModerateAddresses concern for survival and growth, but not profitability.PhilosophyModerateClearly indicates that Amazon wants to be the best.Self-conceptStrong"best shopping experience", "world's most customer-centric Company"Concern for public imageModerateClearly want Amazon's image to be the "best".Concern for employeesStrong"invaluable employees" indicates that Amazon realizes that the employees are essential for continued success.Amazon's mission statement does a very good job of addressing the nine essential components of a good mission statement, as evidenced by the above chart, where the Company received a strong evaluation on 4 out of the nine categories, and a moderate evaluation on the remaining 5 categories. The mission statement also does a very good job of "hitting emotional hot buttons." Usi...
