“…The present analysis takes the first of these approaches. It builds on existing research both in the field of higher education (Ayers, 2005, 2010, 2013; Connell & Galasinski, 1998; Davies & Glaister, 1996; James & Huisman, 2009; Morphew & Hartley, 2006; Taylor & Morphew, 2010) and organization and management studies more generally (Baetz & Bart, 1998; Bart & Baetz, 1998; David, 1989; Swales & Rogers, 1995; Vaara, Sorsa, & Plli, 2010). Across fields, one common method of analyzing mission statements has been content analysis.…”