Discourse Analysis of Mission Statements of Slovenian Enterprises

Abstract

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.