Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world . (Jurevicius, 2013) A company's mission statement is ideally supposed to contain ten variables in its business plan in order to capitalize on future organizational success. These ten variables identify the organization's customers; products or services; technology; concern for survival; growth and profitability; philosophy; self-concept; concern for public image and concern for employees, identified by Fred R. David in the text on page. 54. We can all vouch that both vision and mission are important, but on the other hand we can also agree with former CEO of IBM, Louis V Gerstner. He states: “The last thing IBM needs right now is a vision.” (Gifford, 2010) I personally believe that many would feel the same way about Mr...