Misyon İfadesinin Belirlenmesinde Karşıt İki Görüş: Endüstri Mi Kaynaklar Mı?

Year 2022, Volume: 13 Issue: 30. YönOrg 2022, 167 - 183, 30.12.2022

Emre Bilgiç

https://doi.org/10.21076/vizyoner.1136312

Abstract

Stratejik yönetim alanının odak noktası sürdürülebilir rekabet avantajı elde ederek rakiplere kıyasla üstün bir performans sergileyebilmektir. Alanda iki kutbu temsil eden Pozisyon Okulu (PO) ve Kaynaklara Dayalı Yaklaşım (KDY) üstün performans için örgütlerin iyi bir stratejiye sahip olmaları gerektiği konusunda hemfikirdir. Ancak iyi bir stratejinin ne olduğu konusunda aralarında pek çok tartışmalı alan mevcuttur. Strateji olgusu için önemli unsurlardan biri olan misyon ifadesinin nasıl olması gerektiği de bu tartışmalı alanlardan birisidir. PO misyonun endüstri pozisyonuna göre oluşturulması gerektiğini söylerken KDY ise misyonun kaynak ve kabiliyetlerden hareketle oluşturulması gerektiğini belirtmektedir. Bu çalışma ise Türkiye’de yer alan firmaların kendilerini tanımlarken endüstriye mi yoksa kaynaklara ve kabiliyetlere mi yoğunlukla odaklandığı sorusunu yanıtlamayı amaçlamaktadır. Ayrıca sektörel farklılıkların rolünü sorgulamak da amaçlanmıştır. Nitel araştırma olarak tasarlanan bu çalışmada BIST100’de yer alan firmaların misyon ifadeleri içerik analizine tabi tutulmuştur. Sonuçlar firmalarının misyon ifadelerini yoğunlukla PO’nun görüşlerine göre şekillendirdiğini ancak misyon ifadeleri oluşturulurken PO ve KDY görüşleri arasında geçişler yapıldığını göstermiştir. Çalışmanın bir diğer bulgusu ise sektörel farklılıkların misyon ifadelerinde vurgulanan temaların yoğunluklarının farklılaşmasında rol aldığıdır. 

Keywords

Misyon İfadesi, Kaynaklara Dayalı Yaklaşım, Pozisyon Okulu, BIST100

Two Opposing Views in Determining the Mission Statement: Industry or Resources?

Abstract

The focus of the strategic management field is to achieve a sustainable competitive advantage and to display superior performance compared to others. Representing two poles in the field, Position School (PO) and Resource-Based View (RBV) agree that organizations should have a good strategy for superior performance. However, there are many controversial points on the determination of what a good strategy is. One of these controversial points is how the mission statement should be. The PO states that the mission should be created according to the industry position, while RBV asserts that the mission should be created from resources and capabilities. Hence, the study aims to answer the question of whether companies in Türkiye focus heavily on the industry or on resources and capabilities in their missions. Also, it aims to question the role of sectoral differences. In the study, the mission statements of the firms in BIST100 are subjected to content analysis. The results reveal that the firms shaped their mission statements mostly according to the opinions of PO, but there are transitions between the opinions of PO and RBV. Another finding is that sectoral differences play a role in the formation of missions.

Keywords

Mission Statements, Resource Based View, Position School, BIST100

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