Who are the Brazilian companies and what do they do? Analyses of mission statements
The research aims to delineate an identity profile of the 500 biggest Brazilian companies based on their mission statements. It is a qualitative study, using discourse and content analyses, and the theoretical framework is grounded in the field of strategic management. The study identified that the...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2020 |
| País: | Brasil |
| Institución: | Fundação Getulio Vargas (FGV) |
| Repositorio: | Cadernos EBAPE.BR |
| Idioma: | portugués inglés |
| OAI Identifier: | oai:ojs.periodicos.fgv.br:article/77577 |
| Acceso en línea: | https://periodicos.fgv.br/cadernosebape/article/view/77577 |
| Access Level: | acceso abierto |
| Palabra clave: | Strategic management. Mission statements. Focus on customers. Management discourse. Content analysis. Gestión estratégica. Declaraciones de misión. Foco en el cliente. Discurso de gestión Análisis del contenido. Gestão estratégica. Declaração de missão. Foco no cliente. Análise de discurso. |
| Sumario: | The research aims to delineate an identity profile of the 500 biggest Brazilian companies based on their mission statements. It is a qualitative study, using discourse and content analyses, and the theoretical framework is grounded in the field of strategic management. The study identified that the majority of Brazilian companies include their mission statement on their website. The analysis shows that 71,7% of the statements have the components recommended by the literature for a good mission statement – “goals,” “policies/values,” and “competitive arena” – and revels the predominance of an external focus (customers). The results show that the technique of elaborating and using mission statements is widespread in Brazil, but there is room for improvement in terms of contents. The article identifies new possibilities for research, such as a comparative analysis of performance among companies with different identity profiles, regarding their mission statements. |
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