Discourse Analysis of Mission Statements of Slovenian Enterprises

• Main Authors: Gaisov, Aleksandr, Rižnar, Igor
• Format: Article in Journal/Newspaper
• Language: English
• Published: Založba Univerze v Ljubljani / University of Ljubljana Press 2024
• Subjects: mission statements; discourse analysis; text similarity analysis; poslanstva podjetij; diskurzna analiza; analiza podobnosti besedil; sami
• Online Access: https://journals.uni-lj.si/elope/article/view/16307; https://doi.org/10.4312/elope.21.1.31-43

The study analyzes the discourse of a sample of mission statements of Slovenian Micro, Small and Medium Enterprises (MSMEs) and large companies across six different industries. First, we assess how distinctive these statements are, both at the level of individual companies and within entire industries, using a custom similarity analysis. Then, through a discourse analysis approach, we examine the methods employed by these companies when creating their mission statements. The results reveal that Slovenian organizations often rely on conservative, company-focused mission statements that place less emphasis on stakeholders. Additionally, despite significant variations among individual statements, there are common themes observed when these statements are grouped by industry. Članek analizira diskurz poslanstev slovenskih podjetij v različnih gospodarskih panogah. Najprej smo s pomočjo analize podobnosti, ki smo jo sami razvili, ocenili stopnjo edinstvenosti poslanstev na ravni posameznih podjetij in po panogah. Zatem smo z uporabo analize diskurza ugotavljali, kako slovenska podjetja oblikujejo diskurz poslanstev. Ugotovili smo, da so poslanstva slovenskih podjetij pogosto precej konservativne narave, saj so osredotočena na podjetje, pri čemer redko omenjajo notranje deležnike. Poleg tega pa so si poslanstva kljub individualnim razlikam med seboj precej podobna, če jih združimo po panogah. V zaključku predlagamo prihodnje raziskave na obravnavanem področju in podamo nekatere omejitve naše raziskave.