Answer:
Self-concept.
Explanation:
Self concept is expressed in a companie's mission and it is the perception one has of his goals, characteristics, behaviours, and abilities.
It is a picture of what we think we are. In a business self-concept is important because it dictates the way we act and think on a daily basis.
When comparing mission statement of rival forms it is beneficial to try and get insights into their self-concept, so that strategies to compete with them can be formulated.
