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A Visão e a Missão como Linhas Orientadoras na Estratégia Empresarial
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Abstract(s)
O objetivo primordial deste estudo é o de perceber qual a importância que as declarações de visão, missão e valores têm para as organizações, se são ou não importantes para uma estratégia bem executada e se trazem retorno quer ao nível financeiro, como ao nível da produtividade dos colaboradores. Perceber qual a sua utilidade para o desenvolvimento de uma estratégia coerente e sustentada por parte das organizações.
Tomando por base estudos científicos anteriores sobre a matéria e os discursos dos CEO´s presentes nos relatórios e contas de 5 instituições financeiras portuguesas, que passaram por grandes dificuldades devido às consecutivas crises que se tem sentido ao longo dos últimos anos, tentou perceber-se se as declarações de visão e missão traduzem as estratégias utilizadas, se essas ferramentas foram utilizadas para melhorar as suas performances, se foram ou não uma ajuda importante ou se ao contrário, foram meros instrumentos de “desatenção” ou não mais do que, o cumprimento de uma obrigação, desprovido de conteúdo.
Testemunhou-se que algumas destas instituições usaram os discursos dos CEO’s e as consequentes declarações de visão e missão para transmitir informações pouco verdadeiras, na tentativa de obter um ganho de confiança do mercado. As instituições em causa mantiveram estratégias focadas no curto prazo, apenas por interesse dos gestores nos resultados rápidos, em detrimento de estratégias de longo prazo, que beneficiariam no longo prazo, o retorno dos clientes e accionistas.
Por último, detetou-se que as organizações em causa neste estudo mantiveram, ao longo do período em estudo, discursos de idêntico teor, estratégias muito idênticas, disponibilizaram produtos e serviços financeiros igualmente idênticos. Somos por isso levados a questionar se terá ou não existido troca de informações sensíveis entre instituições, no sentido da concertação de atuação e que possam ter contribuído para a cartelização do setor financeiro, traindo as leis da concorrência e prejudicando os consumidores.
The primary goal of this dissertation is to understand the importance that “Vision, mission and values statements” have to any organization, its importance for a well-executed strategy, its role in achieving a good financial outcome and as a key for employee productivity. Also, to understand the usefulness of vision, mission and values in the development of a coherent and supported strategy. We will be taking in account the previous studies on this matter and CEO’s speeches on “Annual Reports” of five Portuguese financial institutions that have been dwelling due to the consecutive financial crisis over the last few years. The main goal is to understand if the statements of mission and vision accurately transcribe the strategies used and if this tool has been used to improve the performance of these institutions, being an important help or, on the contrary were used as a confounding factor or only an obligation devoided of any substantial meaning. It was witnessed that some of the financial institutions used their CEO’s speeches and consequently their statements of mission and vision to convey questionable information in order to improve the confidence of the markets. These institutions kept their main focus on short term strategies in order to have quick results, instead of having a long term vision that is beneficial for their clients and shareholders. It was finally noticed that, during the time taken to conduct the present study, the statements and main ideas of all these financial institutions were similar in content and strategy, making available for their own clients products and services in all aspects similar to the ones of their so called “business rivals”. This makes us question about the flow of sensitive information between these institutions in order to arrange their performance, making the financial sector a well cartelized sector with prejudice to the consumers.
The primary goal of this dissertation is to understand the importance that “Vision, mission and values statements” have to any organization, its importance for a well-executed strategy, its role in achieving a good financial outcome and as a key for employee productivity. Also, to understand the usefulness of vision, mission and values in the development of a coherent and supported strategy. We will be taking in account the previous studies on this matter and CEO’s speeches on “Annual Reports” of five Portuguese financial institutions that have been dwelling due to the consecutive financial crisis over the last few years. The main goal is to understand if the statements of mission and vision accurately transcribe the strategies used and if this tool has been used to improve the performance of these institutions, being an important help or, on the contrary were used as a confounding factor or only an obligation devoided of any substantial meaning. It was witnessed that some of the financial institutions used their CEO’s speeches and consequently their statements of mission and vision to convey questionable information in order to improve the confidence of the markets. These institutions kept their main focus on short term strategies in order to have quick results, instead of having a long term vision that is beneficial for their clients and shareholders. It was finally noticed that, during the time taken to conduct the present study, the statements and main ideas of all these financial institutions were similar in content and strategy, making available for their own clients products and services in all aspects similar to the ones of their so called “business rivals”. This makes us question about the flow of sensitive information between these institutions in order to arrange their performance, making the financial sector a well cartelized sector with prejudice to the consumers.
Description
Keywords
Visão Missão Valores Instituições financeiras Crise Estratégia Confiança
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Universidade Europeia - Laureate International Universities