AN ANALYSIS OF IMPERIAL OIL 9
Strategic DirectionImperial Oil does not take a conventional stance on professing its vision, mission, and values. It does not explicitly state any of these guides, but instead offers a combination of the three under such headers as “Our approach,” “Outlook for energy to 2030,” “Safety,” “Innovation,” “Greenhouse gas emissions,” “Water management,” “Air quality,” “Land management,” “Economic development,” “Aboriginal development,” and “Our people”.As the vision, mission, and value statements are not offered in a conventional format, they have been condensed and interpreted primarily from the “What guides us” and “How we do business” portions of Imperial Oil's website, as well as “Our approach” in the file “This Is Imperial Oil”. The statements presented here are created in the interest of having declared goals in these categories, which the company has not listed under the titles “vision,” “mission,” or “value”; they are derivative of information presented on the website, and are not stated explicitly by Imperial Oil. Vision:“Nobody gets hurt — we aim for 100% safety on the job and continually work towards improving that goal while exploring for, producing, refining and marketing products essential to society.”
Mission: “We focus on these priorities: creating value for customers and shareholders, upholding business ethics, fostering responsible development, maintaining operational excellence, cultivating a strong workforce, and contributing to communities.”
Values:“Safety, accountability, and social responsibility are our core drives.”

Evaluating the vision statement, it does seem like it is directional, and is specific enough to provide guidance. Felton (2012) highlights an instance of the absolute safety policy wherein a contracted worker working for K2 Mining firm lost the tips of two fingers; Imperial Oil responded by