Mission statements including the vision, mission and values are important strategic management tools that capture an entity's reason for existence. They also distinguish one organization from other similar companies, which is essential in the approach to the stakeholders. It is recommended that these statements are accessible to as many stakeholders as possible. The best way of communicating mission statements for relatively insignificant costs is the World Wide Web. This may be especially important for establishing contacts on international markets, providing the company's website contains the translation of its mission statements. While the literature recognizes the importance of communicating meaningful mission statements on corporate websites, the practices used by the companies in Croatia are open for research.

The purpose of this research is to examine whether companies in Croatia use their websites to effectively communicate their mission statements. This study is based on the content analysis of the websites of the Croatia's 150 best companies, according to The Best 500 Companies for the year 2008 listing. Statements' accessibility is measured and their components evaluated using the Pierce and David mission statement content recommendations. The results obtained will hopefully provide insight into the quality of Croatia's companies' mission statements.