Alaska Airlines’ mission statement is to “achieve our objective as a socially responsible company that values not just our performance, but also our people, our community, and our environment.” The statement highlights social responsibility as a crucial aspect of all the operations of this company. In this way, it demonstrates its readiness to do more than simply pursue profits and growth. The mission statement by Alaska Airlines has the following major components:
- Improving communities
- Exceeding expectations
The people are at the center of everything that Alaska Airlines does. Meeting their travel needs is, therefore, the most critical service that the company offers. By doing so, Alaska Airlines connects people to opportunities that translate into economic and social growth in the regions that it serves. The impact of this is the rise of stable and well-connected communities as shown in the first component of this mission statement. The second one is also related to the first part of the statement as it brings out the socially responsible nature of Alaska Airlines through its programs that focus on the improvement and preservation of the environment.
Alaska Airlines is among the top five U.S. airlines with a reputation that precedes them. Its mission and vision statement clearly tells what this corporation is all about – quality and care. Ever since its foundation in 1932, it has maintained its philosophy of customers coming first, something that makes it a highly respected airline.
While a corporate vision statement reveals the position that a company would want to accomplish in the future, a corporate mission statement identifies the activities that would make this a reality. For Alaska Airlines, the company vision statement indicates that it is focused on creating a reputation that everyone it comes in contact with appreciates.
On the other hand, its mission statement lays a lot of emphasis on the importance of acknowledging its customers as critical components of its future. In addition, Alaska Airlines remains at the top due to its core values that refocus everyone on the mission and vision of the corporation.
Alaska Airlines’ vision statement is “to be one of the most respected U.S. airlines by our customers, employees, and shareholders.” The statement shows that Alaska Airlines recognizes the importance of a positive reputation in the travel sector. In response to this, it strives to offer the best services to ensure that its customers enjoy the best experiences while traveling with it. The vision statement by Alaska has the following main points:
- Be the most respected
- By customers, employees, and shareholders
In the first main point, Alaska Airline recognizes the importance of respect in any business. As a result, this company creates the friendliest working environment where everyone can seamlessly interact with each other. The second point affirms that this practice at Alaska Airlines is enjoyed indiscriminately.
Alaska Airlines’ core values comprise “people, community, and environment.” Historically, these are the principles that govern all the operations of this corporation. Valuing and respecting all three indicates that Alaska Airlines approaches its business in such a way that it leads to the development and growth of all spheres of life.
- Alaska Airlines – About us.
- Analoui, F., & Karami, A. (2002). CEOs and development of the meaningful mission statement. Corporate Governance: The international journal of business in society, 2(3), 13-20.
- Bart, C. (2004). Innovation, mission statements and learning. International Journal of Technology Management, 27(6), 544-561.
- Bart, C. K., Bontis, N., & Taggar, S. (2001). A model of the impact of mission statements on firm performance. Management decision, 39(1), 19-35.
- de Chernatony, L., Christodoulides, G., Roper, S., Abimbola, T., & Davies, G. (2008). Employer branding and its influence on managers. European Journal of Marketing.
- Dermol, V. (2012). Relationship between mission statement and company performance. Analele Ştiinţifice ale Universităţii» Alexandru Ioan Cuza «din Iaşi. Ştiinţe economice, 59(1), 325-341.
- Desmidt, S., & Heene, A. (2003, September). Mission statements: in search for ameliorated performance through organisation–employee value congruence. In First workshop of the EGPA Study Group on Ethics and Integrity of Governance.
- Gursoy, D., Chen, M. H., & Kim, H. J. (2005). The US airlines relative positioning based on attributes of service quality. Tourism Management, 26(1), 57-67.
- Ireland, R. D., & Hitt, M. A. (1992). Mission statements: Importance, challenge, and recommendations for development. Business Horizons, 35(3), 34-43.
- Kemp, S., & Dwyer, L. (2003). Mission statements of international airlines: a content analysis. Tourism Management, 24(6), 635-653.
- Orhan, G., Erdoğan, D., & Durmaz, V. (2014). Adopting mission and vision statements by employees: The case of TAV airports. Procedia-Social and Behavioral Sciences, 150, 251-262.
- Peter, M., & Ashley, J. (2004, January). Translating corporate strategy into project strategy: realizing corporate strategy through project management. Project Management Institute.