The firm's ________ articulates an organization's purpose,or reason for existence.It should define the unique purpose that sets it apart from competitors and identifies the scope of the company's operations,products,and markets.

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A mission statement articulates an organization's purpose, or reason for existence. A well-conceived mission statement defines the fundamental, unique purpose that sets a company apart from other firms of its type and identifies the scope of a company's operations, products, and markets.

The Firm's ________ Articulates an Organization's Purpose,or Reason for Existence