Nedim YÜZBAŞIOĞLU, Oğuz DOĞAN, Yunus TOPSAKAL

OPERASYONEL YAKLAŞIM İLE MİSYON ANALİZİ: TÜRKİYE’DE FAALİYET GÖSTEREN DÖRT ULUSLARARASI ZİNCİR OTEL ÖRNEĞİ

Stratejik yönetiminin vizyondan sonraki ilk aşamasını oluşturan misyon ifadeleri, işletmelerinin stratejilerini gerçekleştirebilmesinde önemli bir inancı ifade etmektedir. İşletmelerin gerçek vizyonu ve stratejik amaçları misyon ifadelerinin içerisinde gizlenmektedir. Misyon ifadelerine ve vizyona olan inanç aynı zamanda, kurumlarda stratejik bilinci oluşturmaktadır. Stratejik bilinç ise stratejinin kendi rotasında ilerlemesinin ön şartıdır. Bu bağlamda bu çalışmada, hem ilgili literatüre katkı sağlamak hem de uluslararası zincir otel işletmelerinin ne tür misyon ifadelerine (küresel misyon ya da örgütsel misyon) sahip olduklarının operasyonel yaklaşımla belirlenmesi amaçlanmıştır. Bu bakımdan çalışma betimsel bir çalışmadır. Çalışmanın temel amacı doğrultusunda Türkiye'de faaliyet gösterdiği belirlenen uluslararası zincir otel işletmesi arasından rastgele belirlenen 4 işletmenin (Hilton Worldwide, Swissotel, Crown Plaza ve Club Med) misyon ifadeleri incelenmiştir. Elde edilen bulgulara göre Hilton Worldwide, Swissotel ve Crown Plaza otel işletmelerinin misyon ifadelerinin "örgütsel misyon", Club Med otel işletmesinin misyon ifadelerinin ise "küresel misyon" olduğu sonucuna ulaşılmıştır

MISSION ANALYSIS WITH OPERATIONAL APPROACH: THE CASE OF FOUR INTERNATIONAL CHAIN HOTELS OPERATING IN TURKEY

The mission statements that come after vision identify the one of the important belief to realize strategies of firms. The real vision and purpose of a firm can be found in the mission statement of this firm. The belief in mission statement and vision can also create a strategic consciousness. Strategic consciousness is a prerequisite for the strategy's progress on its route. In this regard, in this study both contributing to the literature and revealing the types of mission statements of international chain hotels by operational approach are aimed. Therefore study is a descriptive study. In the study, the mission statement of randomly selected 4 international chain hotels (Hilton Worldwide, Swissotel, Crown Plaza and Club Med) operating in Turkey were examined. According to result, Hilton Worldwide, Swissotel and Crown Plaza have “Organizational Mission”, and Club Med has “Global Mission”

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