What Happened to the Business Mission at AT&T in the Last Four Decades?


The process of developing a business mission was originally explored by Peter Drucker in 1973. This case is a reflection on how Drucker's exploration and business missions are still valuable today. AT&T is presented as an example of a company affected by external factors such as technology, laws, and social issues often found in a business mission.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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