¿Lo que imaginan las empresas brasileñas? Análisis de las declaraciones de visión
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2021.162532Palabras clave:
Gestión estratégica , Declaraciones de visión , Discurso de gestión , Análisis de contenidoResumen
This study delineated an imaginary profile of the 500 biggest Brazilian companies based on their vision statements. The research strategy used was qualitative, using content and discourse analysis techniques. The results show that half of Brazilian companies have a vision statement in their home pages. Those statements have an average of words similar to the international average, according to the literature. There is low adaptation in terms of presence of components recommended by the literature for a good vision statement. The results show that the technique of elaborating and using mission statements is well spread in Brazil, but there is space for improvements in terms of its contents.
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Derechos de autor 2021 André Rehbein Sathler, Roberto Campos da Rocha Miranda
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