نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی
2 هیئت علمی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Aim and Introduction: Considering the important role of the vision and mission statement in explaining the strategic goals, orientation of organizations, inspiring employees and attracting customers, the analysis of the text of these documents will be very important, Therefore, the current research seeks to analyze the content of strategic objectives, including vision, mission and values of financial services companies. Considering the high importance of the mentioned companies, examining their direction can determine new foundations for the path of such companies.
Methodology: The current research is a type of library research because it is based on the analysis of strategic objectives of financial service companies. Also, since the current research aims to identify the factors of interest in the strategic objectives of financial services companies and to use the existing knowledge at the company level; It is considered an applied research. It should be noted that the current research is a field type in terms of data collection method. The statistical population of this research is all financial service companies. The sampling method of the research was also based on the judgmental sampling method; In this way, only companies that have at least one dimension of the strategic purpose on their website have been the basis of action, and finally 36 companies have been selected. The subject area of the present research is about the strategic purpose of financial services companies. Also, the research area includes all financial service companies. The time domain of the research also started from August 1401 and ended until February 1401. The research community is 36 financial service companies, which include 11 banks, 11 insurance companies and 14 leasing companies. Case analysis for companies whose information was available to everyone was done using qualitative content analysis.
Finding: For the vision - in general for financial services companies - differentiation has been identified as the most key factor. In banks, indicators related to customer-oriented, differentiation-oriented and competition-oriented, as well as for insurances, the geographical area is the basis, and for Leasing companies, the highest percentage was related to differentiation-oriented and competition-oriented. In the mission statement of all financial services companies, the most frequency is related to the dimension of the product and the philosophy of the organization; Also, for banks, in the mission statement, the dimension related to the product and market area had the highest frequency, and for insurance, the product, and finally, for the Leasing companies, the philosophy of the organization had the highest frequency related to this factor. As the organizational values of all financial services companies, it has been customer-based. Also, for banks, the customer is the basis, and for insurances, after the customer, the employees were the priority. Finally, for Leasing companies, the highest percentage is related to employees and process.
Discussion and Conclusion: This article examines the dimensions of the mission statement in financial services companies. After analyzing the theoretical literature and related models, the basic models are selected for each dimension and then the vision, mission and values of each company are selected through the review of websites. Content analysis has been done quantitatively and qualitatively. The purpose of this study is to provide a better understanding of the mission of each selected financial services company. At first, manifest analysis has been used to identify visible phrases in the mission statement. This is analyzed for how specific phrases are used and then the number of specific phrases or content is calculated. Since this type of analysis does not provide a complete picture, the findings from quantitative content analysis should be further analyzed to uncover the underlying meanings of the terms in relation to the principles. For the vision, in banks, central differentiation and central competition are prominent, and all of them have made customer-centricity the basis of their vision. For insurances, the geographical area is the basis and about 72% of the insurances have the geographical area index in their perspective. For Leasing companies, the highest percentage was related to core differentiation and core competition. In the mission statement of all financial services companies, the most frequency was related to the dimension of the product and the philosophy of the organization. For banks, the dimension related to the product and market area has the most frequency, and for insurances, the product and for Leasing companies, the dimension of the organization's philosophy has the most frequency. For the organizational values of all financial services companies, customer orientation has been the basis. 73% of banks have displayed customer-related indicators in their organizational values. For insurances, it is also customer-based, and about 64% of insurances have a customer dimension in their values. For Leasing companies, the highest percentage is related to employees and process.
کلیدواژهها [English]
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