Declarações de Missão e Visão Organizacionais: Uma Análise das Cem Maiores Empresas do Brasil de Acordo com o Anuário da Revista Exame, de 2020

Abstract

Strategic planning guides companies in the decision-making process. Part of setting organizational guidelines is the formulation of mission and vision statements. In this context, the objective of this study was to analyze the elements that structure the mission statements and organizational visions of the one hundred largest companies in Brazil, based on the studies addressed by David (2011) and Porto (1997), respectively. The methodological process is classified as quantitative, with a descriptive objective and with a procedure categorized as documentary research. Of the 100 organizations in the study universe, the mission statements of 79 companies and vision statements of 53 companies were analyzed, in which they were displayed on institutional websites. The data were analyzed through content analysis. Among the main results, it was observed that the most recurrent categories in the organizational mission statements were “products and services”, “philosophy” and “customers”. On the other hand, in the organizational vision statements, among the most frequent words “be”, “better”, “company”, “customers” and “value” stood out.