You will find an organization's Mission Statement on it's website. You can Google for the company directly or if you are using a database, look for a link on the company page. ANY time you do a Google search double- or triple-check the URL to be sure you've located the real thing.
For most websites you will scroll to the bottom of the home page and find the "official" mission statement under the About link, but not always. Starbucks official Mission and Values Statements are located under the Culture and Values link which is under "Careers." (?)
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For business research, mission and value statements don't tell you very much about the business aspects of the company. They tend to be very broad and general, with little, if any details about the company itself.
Mission and value statements are the work product of a company's marketing and communications/messaging strategies. Kind of like a bow on a present, they are nice and makes you feel good (which is fine!) but to find information you can use to make decisions or comparisons, or will help you weigh your options, you will need to look deeper. In the case of Starbucks, explore ALL the links you find at the bottom of the home page, explore the details.
Find deeper details by clicking on links like Investor Relations, Stories and News, Starbucks Archives, People, etc. Thinking of the information you find on these pages as pieces of the Starbuck's puzzle. There are no concrete right or wrong answers for you to find, just pieces of information, that you must put together to draw conclusions and use your educated judgment about how to use or apply the information you found to the business you are researching.. That's how business research works.
Not all companies are straightforward about labeling their mission and values by using the label, Mission Statement. Be prepared. For example with Amazon.com, when you click About Amazon It takes you to this menu of multiple options:
It seems logical to think the mission statement would be under Who We Are. It is, but it's not labeled as such. When you don't find the exact label, Mission Statement, look for other words that signal the company's intention to communicate their mission. For example, "it is our aim to..." or "is guided by..." The words following these phrases tell you about the company's mission.
Also, if you don't see an About at the bottom of a company's home page look for something like, Our Company, like you find at the bottom of WalMart's home page. Notice the URL uses the word "corporate." Like Amazon, you will not see the label Mission Statement, but check out the signal word, Purpose. Under that link you will find a list of concepts they value and how these values connect to their mission.
Try it out! Look at some of your favorite company or organization (NFL, Netflix, Kohl's, Chick-Fil-A, etc.) and see if you can figure out how to find their "missions." Or link to the Most Searched Companies on the Business Insights home page and try finding the mission of companies listed there.
Remember if you need actual business information - data, financials, etc. - try some of the other links. Investor Relations and News links often provide good business information. Be prepared to click multiple links to find the information you need.
