DEFINING STRATEGY USING VISION AND MISSION STATEMENTS OF CROATIAN ORGANIZATIONS IN TIMES OF CRISIS

摘要

The basic subjects of this paper are the mission andvision statements as well as their connection with thedefinition of strategy.New approaches to strategy development andimplementation studies analyse the possibilitiesof adapting strategies to turbulent environmentsconstantly changing the definition of strategy.Organizations proclaim the intention of businessthrough its vision, mission and goals: that is whyvision and mission statements are the starting pointsof any attempt of finding a new definition of strategy.Vision and mission statements of the most successfulCroatian organizations in the year 2011 were analysedusing core analysis. After finding and ranking the mostfrequent terms, a new definition of strategy used byCroatian organizations in time of crisis was presented.