Mission statement
From ControllingWiki
This is the IGC-DEFINITION (abbreviated)
Mission statement / Leitbild
The mission statement provides the basis for defining how a company is managed. The mission statement does this by familiarising the firm’s employees with the main objectives and parameters of the enterprise’s whole range of activities. So, a clear mission statement answers the question: Who do we want to be? It is a written expression of corporate identity.
from: IGC-Controller-Wörterbuch, International Group of Controlling (Hrsg.)
