A RESEARCH ON THE VISIONS AND MISSIONS OF INSURANCE COMPANIES
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Keywords:Insurance industry, Vision, Mission, Strategic planning, Content analysis, Insurance company
Vision and mission statements, which are indicators of where organizations want to be in the coming periods, have a very important place in terms of strategic management. For all stakeholders, what the organizations are doing today and where they will be in line with their goals tomorrow can be understood by expressions of vision and mission. In this study, Turkey's vision and mission statements of the insurance companies in activity was investigated. In the study, the vision and mission statements of ten insurance companies determined in terms of premium production and market shares were obtained from the official websites of the insurance companies and content analysis was made. Similarities in vision and mission statements, expressions used in both vision and mission were determined. While the vision concepts most used by insurance companies are preferred by everyone, creating value, providing creative solutions, being a leader, mission concepts are stated as customer-oriented satisfaction, good experience, being innovative, developing the sector, creating value. Some of the common expressions of insurance companies in the concepts of vision and mission can be expressed as creating value, adhering to values and being reliable, being creative, developing the sector.
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