IDEAS home Printed from
   My bibliography  Save this article

Strategic priorities of Iranian companies: an application of mission statement content analysis


  • Shahriar AZIZI

    (Shahid Behehshti University, Tehran, Iran)


    (Shahid Behehshti University, Tehran, Iran)


The mission statement describes the strategic priorities of a company. It determines the roadmap for strategic decision in the corporation. Research on mission statement elements is an interesting field because it clarifies the strategic priorities of the company. This paper aims to analyze these priorities among 48 large Iranian companies active in four selected industries based on David’s (1989) nine-element model. These components include customer, market, general image, product, technology, survival, growth and profitability, philosophy, self-understanding, and employees. The first three components are categorized as external and the remaining ones are grouped as internal components. The sample is drawn from pharmaceuticals, oil and petrochemicals, bank and insurance, and industrial manufacturing sectors. Data was gathered using a checklist based on the aforementioned model to study the mission statements of the selected companies. These mission statements were found on the companies’ websites. Exploratory content analysis of mission statements was applied manually. Chi-square and Kruskal-Wallis tests showed that the use of mission statement elements in the companies from each industry group was similar. Elements of market and product are used by majority of the companies. In the service industries with high competition, both internal and external elements are seriously taken into consideration. External elements of customer and public image are not considered by all the studied industries. On the other hand, in all the studied industries, the most important elements were respectively product, survival and growth. However, philosophy and self-concept, which somehow reflect organization identity, are not strongly taken into consideration. Emphasis on the internal element of employee is less in other three industries.

Suggested Citation

  • Shahriar AZIZI & Vahid MAKIZADEH, 2014. "Strategic priorities of Iranian companies: an application of mission statement content analysis," Management & Marketing, Economic Publishing House, vol. 9(4), Winter.
  • Handle: RePEc:eph:journl:v:9:y:2014:i:4:n:6

    Download full text from publisher

    File URL:
    Download Restriction: no


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:9:y:2014:i:4:n:6. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.