Content Analysis of Mission, Vision Statements and Value Statements in Airlines Companies

Year 2023, Volume: 6 Issue: 3, 910 - 925, 21.10.2023

Murat Çubukcu

https://doi.org/10.33712/mana.1244331

Cited By: 1

Abstract

In the airline industry, where there is intense competition, airline companies have to continue their activities in a sector that has more rules and standard procedures than other businesses. Mission and vision statements are important strategic management tools in businesses, and have been given importance both in the literature and in practice. The aim of this study is to review the content of mission, vision statements and value statements in current airline companies in Turkey and around the world with literature review to update the findings obtained from previous studies. For this purpose, it has focused on the content analysis of the mission, vision statements and value statements of airline companies within the framework of national and international literature review. Content analysis method was used to analyze the mission, vision statements and value statements of the airline companies selected by the deliberate sampling method. It has been determined that the most used concepts in the mission, vision statements and value statements of airline companies operating in Turkey and around the world are safety, reliability, innovation, globality, leadership and teamwork.

Keywords

Mission, Vision, Values, Airline Companies

Havayolları İşletmelerinde Misyon, Vizyon Beyanları ve Değer İfadelerinin İçerik Analizi

Abstract

Yoğun bir rekabetin olduğu havayolları sektöründe havayolu işletmeleri, diğer işletmelerden çok daha fazla kuralları olan ve standart prosedürleri olan bir sektörde faaliyetlerini sürdürmek zorundadırlar. İşletmelerde önemli bir stratejik yönetim aracı olarak misyon ve vizyon beyanlarına hem literatürde hem de uygulamada önem atfedilmiştir. Bu çalışmanın amacı, önceki çalışmalardan elde edilen bulguları güncellemek için literatür taraması ile mevcut Türkiye’deki ve dünyadaki havayolu işletmelerindeki misyon, vizyon beyanlarının ve değer ifadelerinin içeriğini incelemektir. Bu amaçla ulusal ve uluslararası literatür taraması çerçevesinde havayolu işletmelerinin misyon, vizyon beyanlarının ve değer ifadelerinin içerik analizine odaklanmıştır. Kasti örnekleme yöntemi ile seçilen havayolu işletmelerinin misyon, vizyon beyanları ve değer ifadelerinin analizi için içerik analizi yöntemine başvurulmuştur. Türkiye’de ve dünya genelinde faaliyet gösteren havayolu işletmelerin misyon, vizyon beyanları ve değer ifadelerinde en çok kullanılan kavramların emniyet ve güvenilirlik, yenilik, küresellik, liderlik ve ekip çalışması olduğu tespit edilmiştir.

Keywords

Misyon, Vizyon, Değerler, Havayolları İşletmeleri

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