Defining strategy using vision and mission statements of Croatian organizations in times of crisis

Abstract

The basic subjects of this paper are the mission and vision statements as well as their connection with the definition of strategy. New approaches to strategy development and implementation studies analyse the possibilities of adapting strategies to turbulent environments constantly changing the definition of strategy. Organizations proclaim the intention of business through its vision, mission and goals: that is why vision and mission statements are the starting points of any attempt of finding a new definition of strategy. Vision and mission statements of the most successful Croatian organizations in the year 2011 were analysed using core analysis. After finding and ranking the most frequent terms, a new definition of strategy used by Croatian organizations in time of crisis was presented.