More than ever, in an era of rapid technological change and global expansion, sustainable competitive advantage depends above all on a clear sense of organizational purpose (mission) and a compelling vision. for success (Campbell and Alexander, 1997). Together, these two key elements define the guiding framework for insightful value creation (Campbell & Alexander, 1997) that differentiates an organization from its competitors (Porter, 1996). Thus, knowledge of the critical elements that make up meaningful mission and vision statements (Aguinis, 2009) becomes essential to achieve sustainable competitive advantage. As evidence, this article evaluates the strategic direction provided by Starbucks Coffee Company's mission and vision statements. More specifically, the discussion defines the characteristics found in good mission and vision statements, describes the key features of Starbucks' mission and vision, and concludes with a summary assessment of their relative effectiveness as a guiding framework for strategic decision-making in developing and implementing a competitive strategy that connects organizational priorities to performance. Characteristics of an Ideal Mission Statement In its broadest sense, a mission statement defines the economic and social roles of an organization and the intended contributions of its existence (Campbell and Alexander, 1997). Most important for the purposes of strategic decision making, a good mission statement ensures “long-term directional stability without pushing the organization into an unrealistic box” (Campbell & Alexander, 1997, p. 8). Essentially, a mission statement defines the confluence of the organization's core competencies with the needs of its stakeholders (Ba...... middle of article...... Journal of Business Strategy, 31( 1), 37-45. doi:10.1108/02756661011012769Our Starbucks Mission Statement (2011) Retrieved from http://www.starbucks.com/about-us/company-information/mission-statementPorter, M. (1987, November) . Harvard Business Review Retrieved from http://hbr.harvardbusiness.org/1987/05/from-competitive-advantage-to-corporate-strategy/ar/1Porter, M. (1996). hbr.harvardbusiness.org/1996/11/what-is-strategy/ar/1Rohm, H. (2008) Is there a strategy in your strategic plan? Retrieved March 24, 2012, from http://. www.balancedscorecard.org/BSCResources/StrategicPlanningBasics/tabid/459/Default.aspxSchultz, H. (2011 Onward: How Starbucks Fought for Its Life Without Losing Its Soul New York: Rodale)..