Using the information in Tables 2.2 and 2.3, critique the adequacy and merit of the following vision statements, listing effective elements and shortcomings. Rank the vision statements from best to worst once you complete your evaluation.

Tables 2.2

Tables 2.3

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VISION STATEMENT American Express We work hard every day to make American Express the world's most respected service brand. 27 Hilton Hotels Corporation Our vision is to be the first choice of the world's travelers. Hilton intends to build on the rich heritage and strength of our brands by: Consistently delighting our customers Investing in our team members . Delivering innovative products and services Continuously improving performance Increasing shareholder value Creating a culture of pride Strengthening the loyalty of our constituents28 MasterCard A world beyond cash.29 BASF Effective Elements Shortcomings