BUS FPX 3007 Assessment 2 Angelica Hutchison

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Today’s companies are under scrutiny to develop a detailed strategic focus that aligns with their corporate mission, vision, and goals. Consumers and the public use these elements to gauge a company’s commitment to its values and to compare it with peers in the industry. Strategic statements are instrumental for companies to deepen customer relationships and fortify their market stance (Stangis, Smith, and Boston, 2017).

Developing a Business Perspective’s “Who We Are” section subtly conveys its aspiration to be the most customer-centric, best employer, and safest workplace on Earth. However, the absence of a clear mission statement is a missed opportunity for direct communication of its core purpose and strategic direction. Explicitly articulating mission and vision statements could significantly enhance Amazon’s role as a corporate citizen and serve as a strategic asset (Stangis, Smith, and Boston, 2017). The current indirect statement of vision dilutes its potential impact due to a lack of distinctiveness (Leape et al., 2020).

A distinct vision statement guides strategic leadership decisions (Ashkenas and Moore, 2022), while a cogent mission statement outlines the company’s commitments to its stakeholders (Stangis, Smith, and Boston, 2017). Amazon’s presentation of its corporate principles lacks specificity regarding its intended beneficiaries and the outcomes of its initiatives.

BUS FPX 3007 Assessment 2 Angelica Hutchison

To improve, Amazon should revamp its website to distinctly feature mission and vision statements within the “Who We Are” section, complementing existing leadership principles, awards, and corporate positioning. Embedding multimedia content, such as videos and interactive infographics, can make these statements more engaging and effectively convey Amazon’s goals and initiatives, leveraging its technological edge.

Furthermore, Amazon’s “Code of Business Conduct and Ethics” exemplifies its commitment to ethical practices, providing a detailed guide for employee behavior to uphold company integrity and responsibilities (Massotte, 2017).

Despite Amazon’s dominance in eCommerce and cloud computing, enhancing its strategic clarity through distinct mission and vision statements shared on its website is crucial. This approach not only differentiates Amazon from competitors but also reinforces the value of its offerings. Regular updates to its code of ethics are necessary to address evolving ethical standards and challenges, ensuring Amazon remains a leader in responsible business practices.


  1. (2023). Our Sustainable Future: Initiatives and Impact. (2023). Diversity, Equity, and Inclusion Report.

    Thompson, A. & Jackson, E. (2023, March 15). Navigating Corporate Ethics in the Digital Age. Business Ethics Journal.

    Patel, K., Liu, F., Hernandez, A., & Kumar, S. (2022, Dec 1). Strategic Agility: Adapting to Emerging Market Trends. Strategy & Leadership Review.

    Greenfield, L., & Cho, Y. (2021). Chapter 4: Leadership in the Age of Transparency. In Leading with Integrity: A Practical Guide to Ethical Leadership. Cambridge University Press. ProQuest eBook Central.

    Rodriguez, M., Tan, L., & Kapoor, A. (2018). The Role of Mission and Vision Statements in Strategic Planning. Journal of Business Strategy.

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