THE INTERNALIZATION AND PERCEPTION LEVEL OF ENTERPRISES OF MISSION AND VISION MANIFESTO AND A CASE STUDY

Abstract

It is widely known that the concepts of mission and vision have an indispensable position in business administration literature and these concepts are within the main instruments of strategic management literature. Tens of samples which are about the importance of these concepts might be given in the business administration literature. In the strategic management literature however composing mission and vision is often accepted as the beginning and pre – condition of strategic management. On the other hand, what do these two concepts of vital importance refer to in the eyes of enterprises? How do enterprises perceive mission and vision, at what level they internalize them and attribute importance to them? The purpose of this study is to determine the internalization level of mission and vision. In order to reveal the level concerned, it has been asked to the enterprises through face to face interviews whether they have a written mission and vision. After that, it has been demanded from enterprises who had declared having had written mission and vision to recite the whole or a part of, or at least talk about the manifesto without going through the documents and has been posed some other subsidiary questions. After interviews in person, the declarations of enterprises have also been examined and it was indicated and understood that a number of firms having had declared not to have any written manifesto actually had a written manifesto, which might be interpretted as a group of people in authority in fact were not even aware of the written manifesto of mission and vision that actullay they possess. The study has been conducted on a sample of enterprises operating in 1st and 2nd Organized Industrial Zones which is believed to represent the universe. It is thought that the findings resulting from the study prove different consequences than expected in the context of internalization of these two concepts of companies.