JEMS Maritime Sci. Ahead of Print: JEMS-84429 | DOI: 10.4274/jems.2025.84429

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

Gökçe Tuðdemir Kök¹, Taha Talip Türkistanlý^2
1Department of Maritime Business Administration, Maritime Faculty, Mersin University, Mersin, Türkiye
²Department of Maritime Transportation and Management Engineering, Maritime Faculty, Mersin University, Mersin, Türkiye

This study examines the strategic management of mission and vision statements among the top 100 liner shipping companies. By analyzing the content and components of these statements, the research 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 inspirational elements to motivate stakeholders. The findings suggest a need for a more balanced approach in crafting these statements. The 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.

Keywords: Mission Statements, Vision Statements, Strategic Management, Liner Shipping Companies, Maritime Transportation

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