Our mission is to operate the best specialty retail business in America, regardless of the product we sell. Because the product we sell is books, our aspirations must be consistent with the promise and the ideals of the volumes which line our shelves. To say that our mission exists independent of the product we sell is to demean the importance and the distinction of being booksellers.
As booksellers we are determined to be the very best in our business, regardless of the size, pedigree or inclinations of our competitors. We will continue to bring our industry nuances of style and approaches to bookselling which are consistent with our evolving aspirations.
Above all, we expect to be a credit to the communities we serve, a valuable resource to our customers, and a place where our dedicated booksellers can grow and prosper. Toward this end we will not only listen to our customers and booksellers but embrace the idea that the Company is at their service.
Source: http://www.barnesandnobleinc.com/our_company/mission/our_mission.html
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Barnes & Noble's objectives and goals include providing a diverse range of books and educational resources to customers, fostering a love of reading and learning, expanding their reach through digital platforms, and adapting to the changing landscape of the retail industry. They also aim to create a welcoming and engaging environment in their stores to enhance the overall customer experience.