Providing a Framework for Formulating Desirable Vision Components: Studying Top Companies Visions

Vision is the starting point of strategic planning, a desirable point in which the organization can achieve its goals and ensure the survival of the organization by creating a competitive advantage, despite the need to formulate a desirable and practical vision, but there is no a coherent framework for defining vision components. This research seeks to provide different approaches to formulate the vision of successful companies in the world. In this study, the visions of 54 successful companies in 2020, which are ranked on the Fortune site, were examined, and after analyzing the content of the companies' vision documents, 162 initial codes were counted, which were classified into 24 codes, and finally 8 key concepts were identified. Then, according to the type of competitive advantage creation process, both systemic and organizational approaches for vision development were identified. In the systematic approach, elements including inputs (strategic elements), processing (operational elements), outputs (location, geographical area, industry scope and target community), Environment (stakeholders), feedback (accountability) and in the organizational approach including internal organizational elements (strategic elements, operational and accountability elements) and external organizational (location, geographical area, industry, target community and stakeholders). Finally, we can say. The type of approach chosen to formulate a vision depends on the type of strategic thinking that governs the organization and according to organizational conditions, it can be developed step by step.