Virtually all firms have mission statements to help guide and inspire employees as well as signal what is important to the firm to those outside the firm. Mission statements are often the product of much deliberation and discussion. At the same time, critics claim that mission statements sometimes lack "teeth" and lack specificity. Moreover, critics also maintain that in many cases, mission statements do not vary much from firm to firm and make the same empty promises.

Take a position: Mission statements are critical to a successful marketing organization, or Mission statements rarely provide useful marketing value. Explain.