Nordstrom Mission and Vision Statement Analysis

Nordstrom mission statement vision statement

Nordstrom mission statement is “to provide outstanding service every day, one customer at a time. A further focus is provided to Nordstrom employees at all levels with this Nordstrom goal, which is also a management mission. We work hard to make decisions in the best interest of our customers and those serving them.” The statement lays out all the strategic steps the company considers critical for its growth while at the same time ensuring its workforce remains highly motivated and recognized as part of the bigger agenda of the company. Various characteristics emerge from this mission statement:

  1. Providing best services
  2. Improving lives
  3. Exceeding expectations

In the first component of Nordstrom mission statement, the focus is on the kind of services the company provides to its customers. Nordstrom recognizes the fluctuations, uncertainties and potentials that characterize luxury stores owing to its historical experiences.

To stay secured and at the top level as the best destination of choice for all its customers, Nordstrom leaves nothing to chance where the quality of both the products and the services related to its operations are concerned. Nordstrom associated the quality of its services with the improvement of the lives of the customers it serves.

The company lays a lot of emphasis on satisfying the needs of all its customer, including the tech-savvy ones by constantly tailoring its stores to be friendly, reachable, and most of all, suited for their shopping experiences. In fact, it prides in providing the customers with platforms and stores that enable them to shop their way.

The third factor in Nordstrom mission statement is a reflection of how diverse the company is in its operations. Rather than merely offering the products for the customers, Nordstrom values the concept of being customer-centric, and this explains the presence of a variety of on-demand services such as shipping and customization for all its customers. The idea is to meet the needs of the customers in style and at the comfort of their homes.


Nordstrom Corporation is one of the top American companies that have curved its name in luxury departmental stores historical annals for its dynamic strategy of investment.

Founded by John Nordstrom and Carl Wallin in 1901, this company has grown against all odds from a simple shoe store to a mega-chain of stores dealing with a wide range of inventories including jewelry, clothing, fragrances, accessories and many others.

As expected, companies can only thrive, and for so long with a strong management foundation led by a similarly progressive mission and vision statement, and this is what has positioned Nordstrom in its current position as a leader in its line of business.

The mission statement of a company is a concept that establishes routine operations that gradually triggers the growth of a business by meeting the set milestones. In the case of Nordstrom, the company’s mission statement emphasizes on bringing a balance in how the company treats both its customers and employees as the central ingredients of in the growth of this business. The approach to mission statement gives way to the vision statement, which reveals where a business wants to be or the achievements it projects to have met in the long term.

Nordstrom vision statement focusses on being a ‘to go for’ and reliable company for all its customers while at the same time showcasing its prowess as a pioneer of modernized customer service approaches in its sector. Nordstrom success so far has not been without the contribution of its core values that ensures every employee remains committed and motivated to advance the company’s goals. In this way, the company has gradually been edging closer to its vision.

Vision Statement

Nordstrom Vision statement is “to serve our customers better, to always be relevant in their lives and to form lifelong relationships. And while serving our customer face-to-face is the foundation and hallmark of how we’ve historically served them, today customers seek our service in new ways. Speed, convenience, innovation, and personalization have become cornerstones of the customer experience. Guided by these new needs, we continue to invest in the cross-channel experience, combining the accessibility of pure online experience with the high-touch inclusivity of our stores.” The vision statement is a composition of the critical elements the company must achieve to be the best in its business. It has the following major characteristics:

  1. Relevance in customers lives through lifelong relationships
  2. Dynamic service delivery through innovativeness
  3. Enhancing experiences

As a chain store, Nordstrom ensures that it does more than being a retailer – the company demonstrates its value for the customer it serves by establishing relationships with them whether online or through its conventional stores distributed everywhere it operates.

This has tremendously improved the quality of its services. Closely related to this is the company’s continued efforts to meet the second component in this statement through innovative, convenient and easy to navigate site. Nordstrom has made significant efforts to satisfy the last major element of this vision statement with Nordstrom cares being one of the leading evidence of the extent the company goes to leave an impact in the lives of its customers.

Core Values

Nordstrom core values include “We’re family, integrity, be honest, respectful, communication.” Essentially, these are the pillars accredited to the past, present, and continued fruition of the goals and objectives of the company. The values have these factors:

  1. We’re family
  2. Integrity
  3. Be honest
  4. Respectful communication

By valuing the family bonds, Nordstrom creates a lucrative environment where both its employees and customers feel welcomed and they can thrive together with the company.

The relationship that emerges here relates to the concept of integrity that ensures everyone runs the operations of the company in a trustworthy manner leading to worthwhile experiences. Nordstrom also emphasizes the need for being honest to both the mission and vision of the company from all stakeholders.

In addition to this, the company values respectful and structured communication as shown by the available channels through its customer service. It emphasizes its importance as a value that keeps everyone together and focused on the vision of the company.


  • Analoui, F., & Karami, A. (2002). CEOs and development of the meaningful mission statement. Corporate Governance: The international journal of business in society2(3), 13-20.
  • Bart, C. K., Bontis, N., & Taggar, S. (2001). A model of the impact of mission statements on firm performance. Management decision39(1), 19-35.
  • Bartkus, B., Glassman, M., & McAfee, R. B. (2000). Mission statements: are they smoke and mirrors?. Business Horizons43(6), 23-23.
  • Baum, J. R., Locke, E. A., & Kirkpatrick, S. A. (1998). A longitudinal study of the relation of vision and vision communication to venture growth in entrepreneurial firms. Journal of applied psychology83(1), 43.
  • Cady, S. H., Wheeler, J. V., DeWolf, J., & Brodke, M. (2011). Mission, vision, and values: what do they say?. Organization Development Journal29(1).
  • Chun, R., & Davies, G. (2001). E-reputation: The role of mission and vision statements in positioning strategy. Journal of Brand Management8(4), 315-333.
  • Cochran, D. S., David, F. R., & Gibson, C. K. (2008). A framework for developing an effective mission statement. Journal of Business strategies25(2), 27.
  • Kantabutra, S., & Avery, G. C. (2010). The power of vision: statements that resonate. Journal of business strategy31(1), 37-45.
  • Klemm, M., Sanderson, S., & Luffman, G. (1991). Mission statements: Selling corporate values to employees. Long range planning24(3), 73-78.
  • Morphew, C. C., & Hartley, M. (2006). Mission statements: A thematic analysis of rhetoric across institutional type. The Journal of Higher Education77(3), 456-471.
  • Mullane, J. V. (2002). The mission statement is a strategic tool: when used properly. Management Decision40(5), 448-455.
  • Nordstrom – About us.
  • Russell, R. F. (2001). The role of values in servant leadership. Leadership & Organization Development Journal22(2), 76-84.
  • Schraeder, M. (2002). A simplified approach to strategic planning: Practical considerations and an illustrated example. Business process management journal8(1), 8-18.
  • Shu-Hsiang, C., Jaitip, N., & Ana, D. J. (2015). From vision to action–a strategic planning process model for open educational resources. Procedia-Social and Behavioral Sciences174, 3707-3714.
  • Stemler, S. E. (2015). Content analysis. Emerging trends in the social and behavioral sciences: An Interdisciplinary, Searchable, and Linkable Resource, 1-14.
  • Zahradníčková, L., & Vacík, E. (2014). Scenarios as a strong support for strategic planning. Procedia Engineering69, 665-669.

Leave a Reply

Your email address will not be published. Required fields are marked *