Exploring the Role of Mission and Vision Statements in Maritime Transport: A Focus on Liner Shipping Companies

This study examines the strategic management of mission and vision statements of the top 100 liner shipping companies. By analyzing the content and components of these statements, this study assesses their effectiveness in guiding organizational behavior and aligning stakeholder expectations. Content analysis reveals that while self-concept and philosophy are emphasized, critical aspects like customer orientation and employee concerns are underrepresented. Vision statements prioritize clarity and stability but often lack the motivation required to motivate stakeholders. The findings suggest the need for a more balanced approach when crafting statements. This study offers recommendations for improving strategic communication practices in maritime companies, highlighting the importance of stakeholder involvement, regular updates and integration into daily operations. Enhanced mission and vision statements can significantly improve organizational alignment and performance.