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Management & Marketing no. 4/2014
Strategic priorities of Iranian companies:
an application of mission statement
content analysis
Shahriar AZIZI,
Shahid Behehshti University, Tehran, Iran Vahid MAKIZADEH, Shahid Behehshti University, Tehran, Iran
Abstract. The mission statement describes the strategic priorities of a company. It
determines the roadmap for strategic decision in the corporation. Research on mission
statement elements is an interesting field because it clarifies the strategic priorities of the
company. This paper aims to analyze these priorities among 48 large Iranian companies
active in four selected industries based on David’s (1989) nine-element model. These
components include customer, market, general image, product, technology, survival,
growth and profitability, philosophy, self-understanding, and employees. The first three
components are categorized as external and the remaining ones are grouped as internal
components. The sample is drawn from pharmaceuticals, oil and petrochemicals, bank and
insurance, and industrial manufacturing sectors. Data was gathered using a checklist based
on the aforementioned model to study the mission statements of the selected companies.
These mission statements were found on the companies’ websites. Exploratory content
analysis of mission statements was applied manually. Chi-square and Kruskal-Wallis tests
showed that the use of mission statement elements in the companies from each industry
group was similar. Elements of market and product are used by majority of the companies.
In the service industries with high competition, both internal and external elements are
seriously taken into consideration. External elements of customer and public image are not
considered by all the studied industries. On the other hand, in all the studied industries, the
most important elements were respectively product, survival and growth. However,
philosophy and self-concept, which somehow reflect organization identity, are not strongly
taken into consideration. Emphasis on the internal element of employee is less in other
three industries.
Keyword: mission statement, content analysis, internal elements, external elements, Iran.
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