The importance of vision and mission statement in strategic management: Turkey and Netherlands logistics sector comparison

Being nonconformist of firms operating in world's one of the constantly changing sectors 'logistics', is essential for their continuity. Expressions of vision and mission in strategic management will make great opportunities in internal and external environment for firms in need of making differences accompanied by competition. The aim of this study is to determine changing fields of concept used in vision and mission statement "which is important constituent in strategic management process of top 100 companies active in logistics sector of Turkey and Netherlands which hold substantial differences' by MAXQDA 2018 program with comparative content analysis. In the survey, 40 of the top 100 Turkish logistics companies do not have vision and mission statement, 52 companies have both mission and vision statements, 4 companies have only mission statement and 4 companies use only vision statement. 3 of the Turkish companies don't have a web site, 3 companies are assumed to have any mission and vision due to their web sites are under construction.44 of the top 100 Dutch logistics companies don't have vision and mission statements, 12 of them only have mission, 9 of them only have vision statement and 35 of them both have vision and mission statements. In addition, all of the top 100 Dutch logistics companies have a web site. As a result of the survey, the differences and similarities of the two countries in vision and mission statements were examined in detail.